%0 Journal Article
%T The Influence of Marketing Scholarship¡¯s Legacy on Nonprofit Marketing
%A Walter Wymer
%J International Journal of Financial Studies
%D 2013
%I MDPI AG
%R 10.3390/ijfs1030102
%X 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.
%K marketing history
%K marketing theory
%K nonprofit marketing
%K nonprofit marketing scholarship
%K nonprofit marketing research
%U http://www.mdpi.com/2227-7072/1/3/102