From axial codes to Z-scores: Charting the diversity and scope of 25?years of nonprofit marketing research published in International Journal of Nonprofit and Voluntary Sector Marketing |
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| Authors: | Richard D Waters Giselle A Auger Denise Sevick Bortree |
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| Institution: | 1. School of Management, University of San Francisco, San Francisco, California, USA;2. Department of Communication, Rhode Island College, Providence, Rhode Island, USA;3. College of Communications, Penn State University, State College, Pennsylvania, USA |
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| Abstract: | The International Journal of Nonprofit and Voluntary Sector Marketing published practitioner and scholarly research for 25 years before it was rebranded to the Journal of Philanthropy and Marketing. This research uses an emergent content analysis design to review all 629 research articles published in the first 25 volumes to document the field's marketing, theoretical, and methodological interests. This article provides important benchmark numbers to compare how the field evolves as the rebranded journal moves forward with a broader topical range. |
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| Keywords: | internationalization marketing knowledge sampling procedures scholarly research theoretical perspectives |
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