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The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing

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  • Walter Wymer

    (Faculty of Management, University of Lethbridge, Lethbridge, AB T1K3M4, Canada)

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.

Suggested Citation

  • Walter Wymer, 2013. "The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing," IJFS, MDPI, vol. 1(3), pages 1-17, September.
    • Handle: RePEc:gam:jijfss:v:1:y:2013:i:3:p:102-118:d:28668
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    References listed on IDEAS

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    4. Armstrong, J. Scott, 2003. "Discovery and communication of important marketing findings: Evidence and proposals," Journal of Business Research, Elsevier, vol. 56(1), pages 69-84, January.
    5. Nakanishi, Masao & Cooper, Lee G & Kassarjian, Harold H, 1974. "Voting for a Political Candidate under Conditions of Minimal Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(2), pages 36-43, Se.
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    Cited by:

    1. Walter Wymer & Mohammad Muzahid Akbar, 2017. "Brand authenticity, its conceptualization, and its relevance to nonprofit marketing," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(3), pages 359-374, September.
    2. Walter Wymer, 2017. "Improving the quality of empirical nonprofit research: the focal constructs and their measures," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(2), pages 137-148, June.

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