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Reciprocity theory of marketing for non profit organizations
Ch. 2. P. 73–151.
Novatorov E. V.
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 conceptualization of non-profit marketing was suggested which incorporated the principles of reciprocity, the features of a contingency-choice organization, and altruistic interest motivation. A revised definition of non-profit marketing is offered based on these principles. Key Words: Non-profit sector marketing, Reciprocity, Generalized exchange, Substantivist economic anthropology, Contingency-choice model of formal organization, Benevolence motivation.
In book
12th International marketing trends conference, Paris, France. ESCP Europe, 2013. 17-19 January 2013
Issue 12. , P.: ESCP Europe-Universita Ca'Forcari Venezia, 2013.
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Gift giving is a widespread social practice with a long history, which is an important part of social relations. However, the gift giving of books may be difficult to describe with the help of classical gift exchange theories. The aim of the present study is to determine the palette of meanings exchanged between giver and ...
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Mersiyanova I. V., В кн.: Самоорганизация граждан, благотворительность и третий сектор: теории, история и современные тенденции.: М.: Издательский дом НИУ ВШЭ, 2024. Гл. 7 С. 151–171.
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В настоящее время в России системным образом не оценивается вклад некоммерческого сектора в экономику. Этому препятствуют как отсутствие в российской системе национальных счетов вспомогательного (сателлитного) счета по вкладу в экономику некоммерческого сектора (методика составления таких счетов разработана ООН еще в 2003 г.), так и недостаточность существующих в России статистических показателей для полноценного анализа такого вклада. В работе ...
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Obukhov K., Мониторинг общественного мнения: Экономические и социальные перемены 2023 № 5 С. 50–73
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Prozumentik K. V., Философия и культура 2018 № 7 С. 51–58
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М.: Издательство "Перо", 2017.
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Sorokina M., Молодой ученый 2017 № 172 С. 71–72
Широкое распространение некоммерческих организаций дает основание говорить об особом направлении, а именно о некоммерческом маркетинге ...
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