Clarke , Peter and Mount, Peter (2001) Nonprofit marketing: the key to marketing's mid-life crisis? International journal of nonprofit and voluntary sector marketing, 6 (1). pp. 78-91. ISSN 1479-103X

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Abstract

This paper examines the use of marketing exchange theory in the nonprofit sector and argues that current mainstream marketing theory is ill equipped for such use. It is argued that this is due to its continued reliance on neoclassically derived assumptions of human behaviour, resulting in a dominant instrumentalist exchange paradigm. As the basis of this is individual rather than socially determined utility maximisation, achieved exclusively through the medium of exchange, it can be seen as inappropriate for application to this sector. Finally, the paper proposes that emergent, alternative nonexchange behaviours such as one-way transfer and expressive behaviour, sit more naturally within a post-Keynesian paradigm. It is suggested that this could be adopted by nonprofit marketing. In this sense nonprofit marketing could start to drive theory development in mainstream marketing rather than, as is too often the case, the other way round.

Item Type:	Article
Additional Information:	This paper examines the use of marketing exchange theory in the nonprofit sector and argues that current mainstream marketing theory is ill equipped for such use. It is argued that this is due to its continued reliance on neoclassically derived assumptions of human behaviour, resulting in a dominant instrumentalist exchange paradigm. As the basis of this is individual rather than socially determined utility maximisation, achieved exclusively through the medium of exchange, it can be seen as inappropriate for application to this sector. Finally, the paper proposes that emergent, alternative nonexchange behaviours such as one-way transfer and expressive behaviour, sit more naturally within a post-Keynesian paradigm. It is suggested that this could be adopted by nonprofit marketing. In this sense nonprofit marketing could start to drive theory development in mainstream marketing rather than, as is too often the case, the other way round.
Keywords:	Marketing exchange theory, Nonprofit marketing, Utility maximisation, Exchange
Subjects:	N Business and Administrative studies > N500 Marketing
Divisions:	College of Social Sciences > Faculty of Business & Law > Lincoln Business School
Depositing User:	Jill Partridge
Date Deposited:	17 Jul 2007
Last Modified:	18 Jul 2011 16:15
URI:	http://eprints.lincoln.ac.uk/id/eprint/980

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