The influence of marketing scholarship's legacy on nonprofit marketing
M D P I A G
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.
Marketing history , Marketing theory , Nonprofit marketing , Nonprofit marketing scholarship , Nonprofit marketing research
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