The influence of marketing scholarship's legacy on nonprofit marketing
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Date
2013
Authors
Wymer, Walter
Journal Title
Journal ISSN
Volume Title
Publisher
M D P I A G
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.
Description
Open access
Keywords
Marketing history , Marketing theory , Nonprofit marketing , Nonprofit marketing scholarship , Nonprofit marketing research
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