Critical Issues of Methodological Pluralism in Marketing Science : The Case of Development Non-Profit Marketing Concept

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 paradigm. Finally it concludes that pluralist approach will benefit and enrich both the management science and non-profit field. Using as a case methodological development of nonprofit marketing concept and followed controversy over “marketing to nonmarketers” controversy paper traces evolution of the issue in context of research methodology. Paper concludes that traditional approach it based on logico-positivist paradigm. Article suggests adaptation of alternative methodological approaches and research paradigms to approach the problem “marketing to nonmarketers”