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国际经济与管理科学杂志

国际标准期刊号: 2162-6359

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A Plea for Methodological Pluralism in Marketing Science: The Case of Nonprofit Marketing Concept

Abstract

Edouard V Novatorov

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.

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