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dc.contributor.author Wymer, Walter
dc.date.accessioned 2016-07-06T23:24:16Z
dc.date.available 2016-07-06T23:24:16Z
dc.date.issued 2013
dc.identifier.citation Wymer, W. (2013). The influence of marketing scholarship's legacy on nonprofit marketing. International Journal of Financial Studies, 1, 102-118. doi:10.3390/ijfs1030102 en_US
dc.identifier.uri https://hdl.handle.net/10133/4556
dc.description Open access en_US
dc.description.abstract 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. en_US
dc.language.iso en_CA en_US
dc.publisher M D P I A G en_US
dc.subject Marketing history en_US
dc.subject Marketing theory en_US
dc.subject Nonprofit marketing en_US
dc.subject Nonprofit marketing scholarship en_US
dc.subject Nonprofit marketing research en_US
dc.subject.lcsh Nonprofit organizations--Marketing
dc.title The influence of marketing scholarship's legacy on nonprofit marketing en_US
dc.type Article en_US
dc.publisher.faculty Management en_US
dc.description.peer-review Yes en_US
dc.publisher.institution University of Lethbridge en_US


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