Remember Me
Or use your Academic/Social account:


Or use your Academic/Social account:


You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.


Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message


Verify Password:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Wymer, Walter (2013)
Publisher: MDPI Basel
Languages: English
Types: Article
Subjects: marketing history, nonprofit marketing, nonprofit marketing research, nonprofit marketing scholarship, M39, marketing history; marketing theory; nonprofit marketing; nonprofit marketing scholarship; nonprofit marketing research, L39, HG1-9999, Finance, marketing theory
jel: jel:F42, jel:F41, jel:G1, jel:F3, jel:G2, jel:G3, jel:F2
ddc: ddc:330
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.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Usui, K. The Development of Marketing Management: The Case of the USA, C. 1910-1940; Ashgate Publishing Company: New York, NY, USA, 2008.
    • Butler, R. Marketing Methods and Salesmanship; Alexander Hamilton Institute: New York, NY, USA, 1917.
    • Converse, P.D. The first decade of marketing literature. In History of Marketing Thought; Tadajewski, M., Jones, D., Eds.; Sage Publications: Los Angeles, CA, USA, 2008; Volume 1, pp. 124-126.
    • Mark. 2012, 4, 347-368.
    • Scott, W.D. The Theory of Advertising: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising; The Fort Hill Press: Boston, MA, USA, 1903.
    • Shaw, A.W. “Scientific management” in business. Am. Rev. Rev. 1911, 4, 327-332.
    • 7. Butler, R.S. Marketing Methods; Alexander Hamilton Institute: New York, NY, USA, 1917; Volume 5.
    • 8. Converse, P.D. The first decade of marketing literature. NATMA-Bull. Suppl. 1933, November, 1-4.
    • 9. Witkowski, T.H. The marketing discipline comes of age, 1934-1936. J. Hist. Res. Mark. 2010, 2, 370-396.
    • 10. Bartels, R. Influences on the development of marketing thought, 1900-1923. J. Mark. 1951, 16, 1-17.
    • 11. Bartels, R. Can marketing be a science? J. Mark. 1951, 15, 319-328.
    • 12. Converse, P.D. Marketing Methods and Policies; Prentice-Hall: New York, NY, USA, 1921.
    • 13. Holbrook, M.B. Why Business Is Bad for Consumer Research: The Three Bears Revisited. In Advances in Consumer Research; Hirschman, E., Holbrook, M., Eds.; Association for Consumer Research: Chicago, IL, USA, 1985; Volume 12, pp. 145-146.
    • 14. Fowler, W.S. Advertising: Questions and Problems; Universal Business Institute: New York, NY, USA, 1910.
    • 15. Shaw, E.H.; Jones, D.G. A history of schools of marketing thought. Mark. Theory 2005, 5, 239-281.
    • 16. Rosenthal, J. Competitive relations in the coffee industry. J. Mark. 1937, 1, 191-197.
    • 17. Luck, D.J. Broadening the concept of marketing-Too far. J. Mark. 1969, 33, 53-55.
    • 18. Kotler, P.; Levy, S.J. A new form of marketing myopia: Rejoinder to Professor Luck. J. Mark. 1969, 33, 55-57.
    • 19. King, R.L. The Marketing Concept. In Science in Marketing; Schwartz, G., Ed.; John Wiley & Sons: New York, NY, USA, 1965; pp. 70-97.
    • 20. Lagrosen, S.; Svensson, G. A seminal framework of marketing schools: Revisited and updated. J. Manag. Hist. 2006, 12, 369-384.
    • 21. Evans, R.B.; Sexton, V.S.; Cadwallader, T.C. The American Psychological Association: A Historical Perspective; American Psychological Association: New York, NY, USA, 1992.
    • 22. Webster, F.E. The changing role of marketing in the corporation. J. Mark. 1992, 56, 1-17.
    • 23. Stern, B.B. Literary criticism and the history of marketing thought: A new perspective on “reading” marketing theory. J. Acad. Mark. Sci. 1990, 18, 329-336.
    • 24. Benjamin, L.T. The origin of psychological species: History of the beginnings of American Psychological Association divisions. Am. Psychol. 1997, 52, 725-732.
    • 25. ACR History. Available online: http://www.acrwebsite.org/web/about-acr/acr-history.aspx (accessed on 15 July 2012).
    • 26. Myers, J.G.; Massy, W.F.; Greyser, S.A. Marketing Research and Knowledge Development: An Assessment for Marketing Management; Prentice-Hall: Englewood Cliffs, NJ, USA, 1980.
    • 27. Newman, J.W. Marketing Science: Significance to the Professor of Marketing. In Science in Marketing; Schwartz, G., Ed.; John Wiley & Sons: New York, NY, USA, 1965; pp. 20-32.
    • 28. Steenkamp, J.B.; van Trijp, H. The use of LISREL in validating marketing constructs. Int. J. Res. Market. 1991, 8, 283-299.
    • 29. Churchill, G.A. A paradigm for developing better measures of marketing constructs. J. Mark. Res. 1979, 16, 64-73.
    • 30. Hunt, S.D.; Burnett, J.J. The macromarketing/micromarketing dichotomy: A taxonomical model. J. Mark. 1982, 46, 11-26.
    • 31. Hunt, S.D. General theories and the fundamental explananda of marketing. J. Mark. 1983, 47, 9-17.
    • 32. Kollat, D.T.; Engel, J.F.; Blackwell, R.D. Current problems in consumer behavior research. J. Mark. Res. 1970, 7, 327-332.
    • 33. Jacoby, J. Consumer research: A state of the art review. J. Mark. 1978, 42, 87-96.
    • 34. Micklethwait, J.; Wooldridge, A. The Witch Doctors: Making Sense of the Management Gurus; Times Books: New York, NY, USA, 1996.
    • 35. O'Driscoll, A.; Murray, J.A. The changing nature of theory and practice in marketing: On the value of synchrony. J. Mark. Manag. 1998, 14, 391-416.
    • 36. Vargo, S.L.; Lusch, R.F. The four service marketing myths: Remnants of a goods-based, manufacturing model. J. Serv. Res. 2004, 6, 324-335.
    • 37. Vargo, S.L.; Lusch, R.F. Evolving to a new dominant logic for marketing. J. Mark. 2004, 68, 1-17.
    • 38. Bagozzi, R.P. Marketing as exchange. J. Mark. 1975, 39, 32-39.
    • 39. Anderson, P.F. Marketing, scientific progress, and scientific method. J. Mark. 1983, 47, 18-31.
    • 40. Kotler, P.; Zaltman, G. Social marketing: An approach to planned social change. J. Mark. 1971, 35, 3-12.
    • 41. Buurma, H. Public policy marketing: Marketing exchange in the public sector. Eur. J. Mark. 2001, 35, 1287-1302.
    • 42. Capon, N.; Mauser, G. A review of nonprofit marketing texts. J. Mark. 1982, 46, 125-129.
    • 43. Bruce, I. Do not-for-profits value their customers and their needs? Int. Mark. Rev. 1995, 12, 77-84.
    • 44. Wymer, W.; Samu, S. Volunteer service as symbolic consumption: Gender and occupational differences in volunteering. J. Mark. Manag. 2002, 18, 971-989.
    • 45. Peattie, S.; Peattie, K. Ready to fly solo? Reducing social marketing's dependence on commercial marketing theory. Mark. Theor. 2003, 3, 365-385.
    • 46. Wymer, W. Deconstructing the brand nomological network. Int. Rev. Public Nonprofit. Mark. 2013, 10, 1-12.
    • 47. Wymer, W.; Alves, H.M.B. Scale development research in nonprofit management & marketing: A content analysis and recommendation for best practices. Int. Rev. Public Nonprofit Mark. 2013, 10, 65-86.
    • 48. Svensson, G. Ethnocentricity in top marketing journals. Market. Intell. Plann. 2005, 23, 422-434.
    • 49. Svensson, G.; Wood, G. Top versus leading journals in marketing: Some challenging thoughts. Eur. J. Mark. 2008, 42, 287-298.
    • 50. Tellis, G.J.; Chandy, R.K.; Ackerman, D.S. In search of diversity: The record of major marketing journals. J. Mark. Res. 1999, 36, 120-131.
    • 51. AMA Task Force. Developing, disseminating, and utilizing marketing knowledge. J. Mark. 1988, 52, 1-25.
    • 52. Baker, M.J. Theory, practice and impact in academic marketing research. J. Cust. Beh. 2010, 9, 5-18.
    • 53. Lehmann, D.R. Journal evolution and the development of marketing. J. Publ. Pol. Market. 2005, 24, 137-142.
    • 54. Baumgartner, H.; Pieters, R. The structural influence of marketing journals: A citation analysis of the discipline and its subareas over time. J. Mark. 2003, 67, 123-139.
    • 55. Wilkie, W.L.; Moore, E.S. Scholarly research in marketing: Exploring the “4 Eras” of thought development. J. Publ. Pol. Market. 2003, 22, 116-146.
    • 56. De Chernatony, L.; Riley, F.D. Defining a 'brand': Beyond the literature with experts' interpretations. J. Mark. Manag. 1998, 14, 417-443.
    • 57. Chan, D. Functional relations among constructs in the same content domain at different levels of analysis: A typology of composition models. J. Appl. Psychol. 1998, 83, 234-246.
    • 58. MacKenzie, S.B. The dangers of poor construct conceptualization. J. Acad. Mark. Sci. 2003, 31, 323-326.
    • 59. Kohli, A.K.; Jaworski, B.J. Market orientation: The construct, research propositions, and managerial implications. J. Mark. 1990, 54, 1-18.
    • 60. Hunt, S.D. The nature and scope of marketing. J. Mark. 1976, 40, 17-28.
    • 61. Homburg, C.; Pflesser, C. A multiple-layer model of market-oriented organizational culture: Measurement issues and performance outcomes. J. Mark. Res. 2000, 37, 449-462.
    • 62. Gainer, B.; Padanyi, P. Applying the marketing concept to cultural organisations: An empirical study of the relationship between market orientation and performance. Intern. J. Nonprofit Vol. Sector Mark. 2002, 7, 182-193.
    • 63. Potter, W. Deadly Spin: An Insurance Company Insider Speaks Out on How Corporate PR is Killing Health Care and Deceiving Americans; Bloomsbury Press: New York, NY, USA, 2011.
    • 64. Narver, J.C.; Slater, S.F. The effect of a market orientation on business profitability. J. Mark. 1990, 54, 20-35.
    • 65. Slater, S.; Narver, J. Does competitive environment moderate the market orientation performance relationship? J. Mark. 1994, 58, 46-55.
    • 66. Jaworski, B.; Kohli, A. Market orientation: Antecedents and consequences. J. Mark. 1993, 57, 53-70.
    • 67. Saxton, J. A strong charity brand comes from strong beliefs and values. J. Brand. Manag. 1995, 2, 211-220.
    • 68. Caldwell, N.; Freire, J.R. The differences between branding a country, a region and a city: Applying the brand box model. J. Brand. Manag. 2004, 12, 50-61.
    • 69. Nakanishi, M.; Cooper, L.; Kassarjian, H. Voting for a political candidate under conditions of minimal information. J. Consum. Res. 1974, 1, 36-43.
    • 70. Holt, D.B. How Brands Become Icons: The Principles of Cultural Branding; Harvard Business Press: Boston, MA, USA, 2004.
    • 71. Olins, W. Branding the nation-the historical context. J. Brand. Manag. 2002, 4, 241-248.
    • 72. Braun, S.; Gillum, J. 2012 Presidential Election Cost Hits $2 Billion Mark. Available online: http://www.huffingtonpost.com/2012/12/06/2012-presidential-election-cost_n_2254138.html (accessed on 31 July 2013).
    • 73. Reibstein, D.J.; Day, G.; Wind, J. Guest editorial: Is marketing academia losing its way? J. Mark. 2009, 73, 1-3.
    • 74. Levy, S.J.; Kotler, P. Toward a broader concept of marketing's role in social order. J. Acad. Mark. Sci. 1979, 7, 233-238.
    • 75. Armstrong, J.S. Discovery and communication of important marketing findings: Evidence and proposals. J. Bus. Res. 2003, 56, 69-84.
    • 76. Priddle, J. Marketing ethics, macromarketing, and the managerial perspective reconsidered. J. Macromark. 1994, 14, 47-62.
    • 77. Sirgy, M.J.; Michalos, A.C.; Ferriss, A.L.; Easterlin, R.A.; Patrick, D.; Pavot, W. The quality-of-life (QOL) research movement: Past, present, and future. Soc. Indic. Res. 2006, 76, 343-466.
    • 78. Laczniak, G.R.; Santos, N.J. The integrative justice model for marketing to the poor: An extension of SD logic to distributive justice and macromarketing. J. Macromark. 2011, 31, 135-147.
    • 79. Schaefer, A.; Crane, A. Addressing sustainability and consumption. J. Macromark. 2005, 25, 76-92.
    • 80. Churchill, G.A. Comments on the AMA Task Force study. J. Mark. 1988, 52, 26-51.
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article