The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing

International Journal of Financial Studies

关键词: marketing history;    marketing theory;    nonprofit marketing;    nonprofit marketing scholarship;    nonprofit marketing research;   

DOI  :  10.3390/ijfs1030102

来源: mdpi

【 摘 要 】

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.

【 授权许可】

CC BY   
© 2013 by the authors; licensee MDPI, Basel, Switzerland.