Abstract
The paper discusses and suggests alternative methodological paradigms to approach the problem to nonmarketers. First, the paper describes the issue of to nonmarketers and proposes the purpose of this article. Then it presents methodological issues in management science and describes four major research paradigms: the logico-positivist/empiricist paradigm, constructivism, critical theory, and the pluralist paradigm. Finally, it concludes that pluralist approach will benefit and enrich both the management science and non-profit field. Using as a case methodological development of nonprofit marketing concept and followed controversy over to nonmarketers controversy paper traces evolution of the issue in context of research methodology. Paper concludes that traditional approach it based on logico-positivist paradigm. Article suggests adaptation of alternative methodological approaches and research paradigms to approach the problem to nonmarketers.
Highlights
Interest among public administrators in the application of marketing tools to public sector services emerged from the tax revolt of the late 1970s and early 1980s
With the shrinkage and withdrawal of grants from federal and state governments, municipalities were confronted with the issue of how to satisfy the growing expectations of taxpayers in a milieu of reduced financial resources. During this period of financial scarcity, the public administration literature witnessed an attempt to rethink the nature of public sector management through the active importation and borrowing of private sector techniques
The concept of marketing in the nonprofit and public sectors was initially criticized in the marketing literature as confusing (Luck, 1969; 1974), it eventually became widely embraced by marketing scholars and consultants (Nickels, 1974)
Summary
Interest among public administrators in the application of marketing tools to public sector services emerged from the tax revolt of the late 1970s and early 1980s. With the shrinkage and withdrawal of grants from federal and state governments, municipalities were confronted with the issue of how to satisfy the growing expectations of taxpayers in a milieu of reduced financial resources. During this period of financial scarcity, the public administration literature witnessed an attempt to rethink the nature of public sector management through the active importation and borrowing of private sector techniques. Several commentators labeled this process of importation as integration of public and private sector management or in briefer terms “managerialism” (Graham, 1995; Murray, 1975; Walsh, 1994). Marketing in the public sector was part of the managerialism movement (Mansfield, 2011; Miller, 2013)
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