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International Journal of Economics & Management Sciences

A Plea for Methodological Pluralism in Marketing Science: The Case of Nonprofit Marketing Concept

Edouard V Novatorov*
Department of Management, National Research University, Higher School of Economics, Russia
Abstract :

The article suggests adopting a pluralism methodological approach in marketing science. Using controversy over marketing to nonmarketers problem paper traces evolution of the issue in context of research methodology and discusses alternative methodological approaches and research paradigms. 

Keywords :
Nonprofit marketing; Research methodology

Date Deposited : 16 May 2016 21:42

Last Modified : 16 May 2016 21:42

Official URL:

Volume 3, Number 1, August 2014 , ISSN 2162-6359

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