DOI: 10.13189/ujm.2013.010201 Issues of Methodological Pluralism in Management Science: The Case of Non-Profit Marketing Concept

Abstract 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”