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A Plea for Methodological Pluralism in Marketing Science: The Case of Nonprofit Marketing Concept | OMICS International | Abstract
ISSN: 2162-6359

International Journal of Economics & Management Sciences
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Review Article

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

*Corresponding Author:
Edouard V Novatorov
Professor, Department of management
National Research University
Higher School of Economics, Russia
Tel: +7(812) 746-6623
E-mail: [email protected]

Received Date: July 18, 2014; Accepted Date: July 29, 2014; Published Date: August 07, 2014

Citation: Novatorov EV (2014) A Plea for Methodological Pluralism in Marketing Science: The Case of Non-profit Marketing Concept. Int J Econ and Manage Sci 3:172. doi:10.4172/2162-6359.1000172

Copyright: © 2014 Novatorov EV. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

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.

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

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