Int. J. Financial Stud. 2013, 1(3), 102-118; doi:10.3390/ijfs1030102

The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing

Received: 31 July 2013; in revised form: 29 August 2013 / Accepted: 3 September 2013 / Published: 9 September 2013
(This article belongs to the Special Issue Marketing of Nonprofit Organizations)
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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
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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MDPI and ACS Style

Wymer, W. The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing. Int. J. Financial Stud. 2013, 1, 102-118.

AMA Style

Wymer W. The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing. International Journal of Financial Studies. 2013; 1(3):102-118.

Chicago/Turabian Style

Wymer, Walter. 2013. "The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing." Int. J. Financial Stud. 1, no. 3: 102-118.

Int. J. Financial Stud. EISSN 2227-7072 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert