2011 Fiscal Year Final Research Report
toward a reinterpretation of marketing theory : studies of NPO and a concept of relationship
| Project/Area Number |
22653050
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| Research Category |
Grant-in-Aid for Challenging Exploratory Research
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | University of Marketing and Distribution Sciences |
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Principal Investigator |
ISHII Junzo 流通科学大学, 商学部, 教授 (50093498)
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| Co-Investigator(Kenkyū-buntansha) |
FUJITA Takeshi 山口大学, 経済学部, 准教授 (50311816)
TAKAMURO Hiroshi 流通科学大学, 総合政策学部, 教授 (30368592)
MYOJIN Mie 中村学園大学, 流通科学部, 講師 (60461480)
MIZUKOSHI Kosuke 首都大学東京, 社会科学研究科, 准教授 (60404951)
YOKOYAMA Narimasa 流通科学大学, 総合政策学部, 准教授 (70461126)
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| Project Period (FY) |
2010 – 2011
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| Keywords | 非営利組織 / 関係性 |
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| Research Abstract |
This research reconstructed the concept of relationship on nonprofit marketing, and aimed at the reform of the marketing theory itself on the other hand. In marketing study, nonprofit marketing has no theoretical positioning, but nonprofit marketing has important meaning for marketing study. This research discussed(1) the concept of relationship is important, because of(2) the impossibility of a definition of nonprofit, and(3) a stakeholder's diversity.
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