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Возможности использования методов статистического анализа данных в изучении роли и места маркетинга в деятельности российских НКО
С. 143-145.
Korneeva I.
Keywords: некоммерческий маркетинг
Publication based on the results of:
In book
М. : Национальный исследовательский университет "Высшая школа экономики", 2017
Novatorov E. V., / Social Science Research Network. Series SSRN Working Paper Series "SSRN Working Paper Series". 2017.
Although the concept of public and nonprofit marketing concept was initially criticized in the marketing literature as confusing, it eventually became widely embraced by marketing scholars. Marketing scholars agreed that by the end of the 1970s there was no longer any serious controversy among marketing scholars about public service marketing concept. However, despite this apparent ...
Added: April 25, 2017
Novatorov E. V., Turkey: KSP Books , 2018
The objectives of the study were (a) to identify the reasons and concerns of those public administrators and marketing scholars who do not accept the usefulness of marketing in the public sector; (b) to deconstruct, comprehend, interpret, and critically appraise the current conceptualization of public sector marketing from the viewpoint of negativists identified in step ...
Added: July 23, 2018
Korneeva I., В кн. : Управленческие науки в современном мире = Management Sciences in the Modern World: Сб. докл. науч.-практ. конф.: Финансовый университет при Правительстве Российской Федерации; научный журнал «Стратегические решения и риск-менеджмент». Т. 1.: СПб. : ООО "Издательский Дом "Реальная экономика", 2018. С. 45-48.
Market orientation as a form of realization of the marketing concept in the nonprofit sector is discussed from the point of view of the behavioral approach as a set of organizational norms or actions. Three interconnected components of the market orientation are considered; there are the collection of the information about needs, values, and motives of the beneficiaries and ...
Added: November 15, 2018
Novatorov E. V., Managerial Marketing eJournal 2012 Vol. 4 No. 41 P. 2-24
The objectives of the study were (a) to identify the reasons and concerns of those public administrators and marketing scholars who do not accept the usefulness of marketing in the public sector; (b) to deconstruct, comprehend, interpret, and critically appraise the current conceptualization of public sector marketing from the viewpoint of negativists identified in step ...
Added: June 16, 2013
Novatorov E. V., Marketing Science eJOURNAL 2017 Vol. 10 No. 11 P. 1-38
Although the concept of public and nonprofit marketing concept was initially criticized in the marketing literature as confusing, it eventually became widely embraced by marketing scholars. Marketing scholars agreed that by the end of the 1970s there was no longer any serious controversy among marketing scholars about public service marketing concept. However, despite this apparent ...
Added: May 11, 2017
Novatorov E. V., / SSRN. Series Social Science Research Network "Social Science Research Network". 2014.
Concept of nonprofit marketing has emerged from discussions of applying the philosophy and techniques of marketing to the public and nonprofit sectors in the marketing literature. However, many of these marketing ideas emerged originally from social science disciplines. Almost all social science can be classified into the two general categories of "individualistic" and "collectivistic" perspectives ...
Added: October 30, 2014
Novatorov E. V., Nonprofit Organizations eJournal 2012 Vol. 3 No. 68 P. 2-17
The author deconstructs the prevailing conceptualization of non-profit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis and critical hermeneutic approach a revised ...
Added: June 16, 2013
Novatorov E. V., International journal of economics and management sciences 2014 Vol. 3 No. 1 P. 1-4
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. ...
Added: October 30, 2014
Novatorov E. V., / SSRN. Series Social Science Research Network "Social Science Research Network". 2013. No. No. 2279799.
ABSTRACT The paper discusses and suggests alternative methodological paradigms to approach the problem “marketing to nonmarketers”. First, the paper describes the issue of “marketing 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 ...
Added: June 15, 2013
Ориентация на рынок в некоммерческом секторе: сущность концепции и основные направления исследований
Korneeva I., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2017 № 4 С. 564-595
The paper aims to characterize the core theoretical framework of a concept of market orientation in the nonprofit sector. It systematizes up-to-date studies in this field and determines areas for future development. The analysis covers peer-reviewed papers from 1969 to 2015. The paper presents a detailed analysis of the theoretical concept of market orientation in ...
Added: October 23, 2017
Novatorov E. V., Managerial Marketing eJournal 2014 Vol. 6 No. 46 P. 31-60
The author deconstructs the prevailing controversial conceptualization of nonprofit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. Negative case analysis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis a revised conceptualization of non-profit marketing was ...
Added: November 11, 2014
Novatorov E. V., , in : 12th International marketing trends conference, Paris, France. ESCP Europe, 2013. 17-19 January 2013. Issue 12.: P. : ESCP Europe-Universita Ca'Forcari Venezia, 2013. Ch. 2. P. 73-151.
The author deconstructs the prevailing conceptualization of non-profit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis and critical hermeneutic approach a revised ...
Added: February 18, 2013
12th International marketing trends conference, Paris, France. ESCP Europe, 2013. 17-19 January 2013
P. : ESCP Europe-Universita Ca'Forcari Venezia, 2013
The article suggests to adopt 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. ...
Added: February 18, 2013
Novatorov E. V., Journal of Economics Bibliography 2016 Vol. 3 No. 3 P. 450-459
The broadening marketing concept was introduced in 1969 and was initially well-received by marketing scholars. However, during the subsequent four decades, the concept has been increasingly questioned and has divided marketing scholars in to two opposing camps. This paper traces the evolution of the broadening marketing proposition and critically examines the arguments put forward against ...
Added: October 27, 2016
Novatorov E. V., В кн. : Инновационное управление: от теории к практике Сборник трудов VII ежегодной (II международной) научно-практической конференции факультета менеджмента (3-4 апреля 2012 г.). : СПб. : Отдел оперативной полиграфии НИУ ВШЭ – Санкт-Петербург, 2012. С. 78-91.
Modern non-profit marketing theory was developed from narrow borrowing social sciences concepts discussed in sociology, organizational behavior, and economic anthropology. However, there are additional alternative concepts and ideas from social sciences that can better explain the phenomena of non-profit marketing. ...
Added: February 18, 2013
Sorokina M., Молодой ученый 2017 № 172 С. 71-72
Широкое распространение некоммерческих организаций дает основание говорить об особом направлении, а именно о некоммерческом маркетинге ...
Added: February 14, 2023
Novatorov E. V., Philosophy of Science eJournal 2013 Vol. 6 No. 29 P. 3-29
The paper discusses and suggests alternative methodological paradigms to approach the problem “marketing to nonmarketers”. First, the paper describes the issue of “marketing 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 ...
Added: June 21, 2013
Korneeva I., В кн. : Стратегическое планирование и развитие предприятий: Материалы Восемнадцатого всероссийского симпозиума. : ЦЭМИ РАН, 2017.
В докладе дается характеристика роли маркетинга в повышении конкурентоспособности НКО – поставщиков социальных услуг ...
Added: December 11, 2017
Korneeva I., Oyner O. K., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2018 № 4 С. 437-464
Purpose. The article aims to reveal how market orientation influences efficiency of Russian non-profits’ (NPO) operation. Design/ methodology/ approach. Market orientation is defined in a behavioral theoretical framework and measured by the MARKOR scale, adapted for the Russian non-profit sector. Efficiency of NPO’s operation is measured by self-reporting indicators, estimated by NPO’s CEOs. Indicators include ...
Added: November 15, 2018
М. : Издательство "Перо", 2017
В сборнике опубликованы результаты исследований ученых, специалистов, преподавателей, аспирантов и студентов вузов. Сборник предназначен для научно-педагогических работников, студентов, магистрантов и аспирантов. Все включенные в сборник статьи прошли научное рецензирование. За содержание опубликованных материалов ответственность несут авторы. Мнение редакции может не совпадать с мнением авторов. ...
Added: February 14, 2023
Kalgina O., Организационная психология 2018 № 4 С. 111-136
The study evaluates the relationship between charity brand image and donors’ giving behavior. We use qualitative data collected via online-survey (N=97) to elicit significant characteristics of charities as perceived by donors. Based on qualitative findings we design 63 bipolar scales and test our instrument on a sample of donors (those who donated money (N=91) and ...
Added: September 13, 2018
Novatorov E. V., Nonprofit Organizations eJournal 2013 Vol. 4 No. 16 P. 2-29
The paper discusses and suggests alternative methodological paradigms to approach the problem “marketing to nonmarketers”. First, the paper describes the issue of “marketing 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 ...
Added: June 17, 2013
Novatorov E. V., Political Institutions: Bureaucracies & Public Administration eJournal 2014 Vol. 8 No. 88 P. 1-42
The objectives of the study were (a) to identify the reasons and concerns of those public administrators and marketing scholars who do not accept the usefulness of marketing in the public sector; (b) to deconstruct, comprehend, interpret, and critically appraise the current conceptualization of nonprofit marketing from the viewpoint of negativists identified in step (a); ...
Added: October 13, 2014
Novatorov E. V., Managerial Marketing eJournal 2014 Vol. 6 No. 48 P. 1-27
Concept of nonprofit marketing has emerged from discussions of applying the philosophy and techniques of marketing to the public and nonprofit sectors in the marketing literature. However, many of these marketing ideas emerged originally from social science disciplines. Almost all social science can be classified into the two general categories of «individualistic" and "collectivistic" perspectives ...
Added: November 14, 2014