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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.
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