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The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing
Faculty of Management, University of Lethbridge, Lethbridge, AB T1K3M4, Canada
Received: 31 July 2013; in revised form: 29 August 2013 / Accepted: 3 September 2013 / Published: 9 September 2013
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.
Keywords: marketing history; marketing theory; nonprofit marketing; nonprofit marketing scholarship; nonprofit marketing research
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Wymer, W. The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing. Int. J. Financial Stud. 2013, 1, 102-118.
Wymer W. The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing. International Journal of Financial Studies. 2013; 1(3):102-118.
Wymer, Walter. 2013. "The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing." Int. J. Financial Stud. 1, no. 3: 102-118.