The influence of marketing scholarship's legacy on nonprofit marketing

Artikel

This inquiry contributes to the literature on the development of 'nonprofit marketing thought' by describing how the field's early period established a legacy effect on nonprofit marketing scholarship to the present day. This qualitative work uses a wide variety of sources from a protracted historical period in order to more fully inform a perspective on the relevant issues that have influenced the development of nonprofit marketing scholarship. The investigation suggests that, although the debate on whether or not marketing is a science was nominally resolved years ago, the origins of marketing scholarships as an applied business discipline remain influential. The effects on this influence is a body of research that is fragmented, conflicted, sometimes invalid, and has produced few general theories indicative of a social science. Recommendations are offered for improving the quality of nonprofit marketing scholarship.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: International Journal of Financial Studies ; ISSN: 2227-7072 ; Volume: 1 ; Year: 2013 ; Issue: 3 ; Pages: 102-118 ; Basel: MDPI

Classification and Topics

• Classification: Wirtschaft ; Marketing and Advertising: Other ; Nonprofit Organizations and Public Enterprise: Other
• Subject: marketing history ; marketing theory ; nonprofit marketing ; nonprofit marketing scholarship ; nonprofit marketing research

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Wymer, Walter
• Event: Veröffentlichung
• (who): MDPI
• (where): Basel
• (when): 2013

Further information

• DOI: doi:10.3390/ijfs1030102
• Handle: http://hdl.handle.net/10419/103577
• Last update: 10.03.2025, 11:41 AM CET