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Modified Concept of Non-Profit Marketing
Social Science Research Network
,
2012.
No. 2133218.
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.
Research target:
Economics and Management
Language:
English
Novatorov E. V., / Social Science Research Network. Series "SSRN Working Paper Series". 2012. No. 2133237.
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: September 21, 2012
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., Organizations & Markets: Formal & Informal Structures eJournal 2015 Vol. 1 No. 2 P. 1-17
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: January 28, 2015
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
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., , 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
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
Novatorov E. V., , in : Materiały VII Międzynarodowej naukowi-praktycznej konferencji «Perspektywiczne opracowania są nauką i technikami - 2011» Volume 7. Ekonomiczne nauki. Vol. 7.: Przemysl : Nauka i studia, 2011. P. 3-4.
Although the concept of non-profit sector marketing has been widely embraced by marketing academics, many scholars and managers in the non-profit field remain skeptical. Skeptics of the appropriateness of the marketing concept in the non-profit field argued that its application distorted a non-profit organization's objectives, antithetical to its social service ethic, and invited inappropriate commercialization ...
Added: July 18, 2012
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., Маркетинг в России и за рубежом 2014 Т. 6 № 104 С. 3-15
The article discusses the controversial concept of marketing for non-profit organizations. The existing theory of marketing for non-profit organizations developed with borrowing some concepts from the social sciences. From sociology, organizational behavior and anthropology were borrowed the concept of the organization as an open system, motivation, self-interest, bilateral voluntary exchange. Alternative concepts of organization, motivation ...
Added: December 8, 2014
Novatorov E. V., , in : International Marketing Trends Conference, Venice, 19th-21st January 2012. : P., Venice : ESCP Europe - Universita Ca'Forcari Venezia, 2012.
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: August 27, 2012
Proskuryakova L. N., / National Research University Higher School of Economics. Series WP BRP "Basic research program". 2015. No. 44.
The Foresight study presented in this paper is devoted to the sustainable use of water resources in Russia. The authors analyse possible trajectories of development in the three thematic areas (i) sustainability of water systems; (ii) water use by households and in industry; and (iii) new water products and services.
The Foresight methods cover expert interviews ...
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Abankina T., Derkachev P., Filatova L. et al., / Высшая школа экономики. Series MAN "Management". 2015. No. WP BRP 43/MAN/2015.
Accessibility is a key priority of public policy in the social sphere, a necessary condition to ensure equal opportunities and cultural participation. Analysis of the international practice reveals that the issue of accessibility has two aspects - objective and subjective. Regression models were used to conduct empirical analysis of the impact of economic factors on ...
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Proskuryakova L. N., Ермоленко Г. В., М. : Издательский дом НИУ ВШЭ, 2017
В аналитическом докладе представлены результаты форсайт-проекта «Исследование глобальных вызовов и долгосрочных тенденций инновационного развития в сфере возобновляемых источников энергии», проведенного ИСИЭЗ НИУ ВШЭ при информационной и финансовой поддержке Группы компаний «Ренова».
Исследование было сфокусировано на трех тематических областях: преобразование энергии солнца в электрическую; преобразование энергии ветра в электрическую; преобразование энергетической биомассы в тепловую и электрическую энергию. ...
Added: April 4, 2017
Ivanova A., Логистика и управление цепями поставок 2013 № 3 С. 21-36
Logistics infrastructure development drives the national welfare growth. Transportation plays a significant role in logistics infrastructure as it helps to realize one of the main logistics functions – management of material flow between two different points. Taking into consideration the length of Russian Federation as well as variety of climatic and natural conditions, it is ...
Added: September 3, 2013
Novatorov E. V., Journal of Park and Recreation Administration 1998 Vol. 16 No. 3 P. 58-86
Executive Summary: The paper develops and demonstrates the use of a comprehensive audit for evaluating the effectiveness of external marketing, internal marketing, and service quality in the context of a recreation center. The inclusion of internal marketing and service quality in the audit represents an extension of existing audit frameworks in the recreation field that ...
Added: January 20, 2017
Novatorov E. V., Journal of Economics Bibliography 2016 Vol. 3 No. 1 P. 22-27
The article focuses on four major assumptions that underlie the alternative conceptualization of public recreation marketing. It explains (1) the redistribution system within recreation resources are allocated; (2) the organizational structure of recreation agencies; (3) the ways in which public recreation agencies interact with local governments and citizens; and (4) the code of ethics and ...
Added: May 27, 2016
Vernikov A. V., / Social Science Research Network. Series "SSRN Working Paper Series". 2013. No. 2223686.
This paper tries to assess some of the effects from industrial policy of growing state-controlled "national champions" in the Russian banking industry. We look at market concentration and competitiveness and average bank efficiency. A modified method of calculating the indicators of market concentration suggests that main segments of the market have crossed the threshold of high ...
Added: February 25, 2013
Novatorov E. V., / SSRN. Series Social Science Research Network "Social Science Research Network". 2015. No. SSRN-id2656506.
The article focuses on four major assumptions that underlie the alternative conceptualization of public recreation marketing. It explains (1) the redistribution system within recreation resources are allocated; (2) the organizational structure of recreation agencies; (3) the ways in which public recreation agencies interact with local governments and citizens; and (4) the code of ethics and ...
Added: September 8, 2015
М. : [б.и.], 2020
В данном издании публикуются тезисы докладов Ежегодной студенческой научно-практической конференции «Безопасность российского бизнеса в современных условиях» Института проблем безопасности НИУ ВШЭ за 2018 и 2019 гг. Представленные работы посвящены широкому спектру тем в рамках пленарного заседания и секций конференций: «Интересы личности, общества и государства в динамике преодоления рисков и угроз безопасности», «Обеспечение экономической и финансовой ...
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Цель данной статьи - выявить отношение работников российских предприятий к корпоративным программам по укреплению здоровья на рабочем месте как части корпоративной культуры, а также сформировать представление об изменениях, необходимых при проектировании и организации корпоративных программ поддержания здоровья для повышения их востребованности. В основу статьи заложено количественное социологическое исследование, проведённое в ноябре 2019 г. — апреле 2020 г., респондентами в котором выступили штатные сотрудники российских ...
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Terentyev A. A., Korobova N., М. : ИНИОН РАН, 2015
Sustainable development declared at the World Summit in Rio de Janeiro in 1992, gradually became a landmark of economic policy for numerous leading countries of the world. This initiative belongs not only to the governments but also to the private sector in the form of big companies that wish to demonstrate their sustainability and reliability ...
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Tikhonova N. E., Каравай А. В., Социологические исследования 2018 № 5 С. 84-98
The article analyzes dynamics of some indicators of the human capital of Russians in the context of changes in the relations between employees and employers. It is shown that the general vector of these changes is the shift of balance of power between them in favor of employers, which has led to non-compliance with the ...
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Kavitskaya I., Журнал институциональных исследований 2012 Т. 4 № 4 С. 73-82
The effectiveness of monetary policy depends not only on the transfer of shock on the economy, but also on the institutional environment in which it operates. Creating the required institutional environment is an important way to increase the effectiveness of the impact of monetary policy. To solve this problem the institutional factors should be included ...
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