Nonprofit marketing: the key to marketing's mid-life crisis?

This paper examines the use of marketing exchange theory in the nonprofit sector and argues that current mainstream marketing theory is ill equipped for such use. It is argued that this is due to its continued reliance on neoclassically derived assumptions of human behaviour, resulting in a dominant instrumentalist exchange paradigm. As the basis of this is individual rather than socially determined utility maximisation, achieved exclusively through the medium of exchange, it can be seen as inappropriate for application to this sector. Finally, the paper proposes that emergent, alternative nonexchange behaviours such as one-way transfer and expressive behaviour, sit more naturally within a post-Keynesian paradigm. It is suggested that this could be adopted by nonprofit marketing. In this sense nonprofit marketing could start to drive theory development in mainstream marketing rather than, as is too often the case, the other way round.</p

Nonprofit marketing: the key to marketing's mid-life crisis?

This paper examines the use of marketing exchange theory in the nonprofit sector and argues that current mainstream marketing theory is ill equipped for such use. It is argued that this is due to its continued reliance on neoclassically derived assumptions of human behaviour, resulting in a dominant instrumentalist exchange paradigm. As the basis of this is individual rather than socially determined utility maximisation, achieved exclusively through the medium of exchange, it can be seen as inappropriate for application to this sector. Finally, the paper proposes that emergent, alternative nonexchange behaviours such as one-way transfer and expressive behaviour, sit more naturally within a post-Keynesian paradigm. It is suggested that this could be adopted by nonprofit marketing. In this sense nonprofit marketing could start to drive theory development in mainstream marketing rather than, as is too often the case, the other way round.</p

Living the language

After nearly a quarter of a century collecting data among the Mennonites of southern Ontario, Kate Burridge is identifying the broader linguistic implications of her research. She talks to Peter Clarke.</p

The facts are the story

Last week, the ABC's Fact Check unit joined two similar projects---Politifact, the Australian branch of the longstanding US organisation, and the Conversation's Election FactCheck---in the election campaign fray. Late to the party, the ABC's unit also faces pressures that its two counterparts don't have to contend with. In this podcast, Peter Clarke talks to ABC Fact Check presenter John Barron about the how and why of the ABC's newest project.</p

'It's good to be back'

Barack Obama has gone onto the front foot, but did he leave it too late? Political historian David Farber discusses the post-healthcare reform prospects with Peter Clarke.</p

Meeting Goodpaster's challenge: a Smithian approach to Goodpaster's paradox

Goodpaster identifies a paradox in corporate decision-making where it appears unethical to raise the status of non-owner-stakeholders to that of shareholders, whereas it is also unethical not to. In addressing his own paradox, he suggests that allowing managers to make ethical decisions within the ambit of the consciences of the shareholders, the shareholders' position is maintained but the interests of non-owner- stakeholders are considered inequitably in the generation of a strategic direction. It is suggested that there is a weakness in his case. We argue that Adam Smith's impartial spectator provides a potentially more complete solution to Goodpaster's problem in that, being sympathetic to the feelings of others, all stakeholders share the burden of seeking to achieve an ethically desirable outcome</p

Independent in Indi: what happens now? (And why the Electoral Commission is suddenly under attack)

Peter Clarke talks to Brian Costar about why Cathy McGowan is likely to serve more than one term, why the Electoral Commission is under attack, and who should leader the Labor Party.</p

Authenticity and the ABC

Six months into the job, the ABC's director of news, Kate Torney, talks to Peter Clarke about where the national broadcaster is headed.</p

'If you can reach that point of almost nonchalance in playing, that's a different level of creativity again'

John Bell talks to Peter Clarke about acting, King Lear and the Bell Shakespeare Company.</p

The subtle art of collaboration

Margaret Simons talks to Peter Clarke about a challenging co-writing project, the political memoirs of Malcolm Fraser.</p