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Research Article Open Access
The author deconstructs the prevailing conceptualization of nonprofit 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 nonprofit marketing was suggested which incorporated the principles of reciprocity, the features of a contingency-choice system model of formal organizations, and collectivistic interest motivation. A revised definition of nonprofit marketing is offered based on these principles.
Nonprofit marketing, Reciprocity, Substantivist economic anthropology, Public interest, Nonprofit sector, Collectivist sociology, Account, Accountancy and Finance, Accounting Information, Accounting Review, Accounting ethics, Accounting information system, Applied Economics, Assessment Scales, Audit, Avenues of Investment, Balance sheet, Banking, Banking Research Studies, Budgeting, Bullion Market