The influence of marketing scholarship's legacy on nonprofit marketing
| 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.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.description.peer-review | Yes | en_US |
| 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.language.iso | en_CA | en_US |
| dc.publisher | M D P I A G | en_US |
| dc.publisher.faculty | Management | en_US |
| dc.publisher.institution | University of Lethbridge | 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 |