By
Edouard Novatorov
National Research University Higher School of Economics, Russia
e-ISBN: 978-605-2132-56-2
Publishing Date: July 15, 2018
File Size: 2,461 MB
Length: x + 153 pages (PDF)
Language: English
Dimensions: 13,5 x 21,5 cm
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The objectives of the study were (a) to identify the reasons and concerns of those public administrators and marketing scholars who do not accept the usefulness of marketing in the public sector; (b) to deconstruct, comprehend, interpret, and critically appraise the current conceptualization of public sector marketing from the viewpoint of negativists identified in step (a); and (c) to reconstruct, redefine, reinterpret, and reoperationalize the current controversial conceptualization of public sector marketing into a new conceptualization in the context of park and recreation services. The critical theory approach to the study primary used non-empirical procedures data collection and analytic procedures which included investigative research, negative case analysis, and theoretical triangulation. These procedures were supplemented with empirical data collected from in-depth interviews with five scholars and with three parks and recreation managers. Results of the non-empirical procedures revealed the biased selective nature of the current conceptualization of public park and recreation marketing and the existence of alternative conceptualizations which have been ignored. The existing and alternative models were discussed with scholars and park and recreation managers. Support was found for the alternative models. From these data an alternative conceptualization of public park and recreation marketing was developed and named the concept of administered marketing. Implications for park and recreation managers are discussed. Directions for future research into the administratively managed park and recreation marketing concept are suggested.
Introduction
Evolution of the Problem
Statement of the Problem
Scope of the Study and Its Underlying Assumptions
Importance of the Study
Definition of Terms
Organization of the Dissertation
The Literature Review
The Emergence of Broadening Marketing Proposition
Conceptualization of Generic Marketing Concept
Limitations of Conceptualizations
The Emergence of Marketing in the Public and Nonprofit Sectors
Conceptualizations of Public Sector Marketing
Limitations of Conceptualizations
The Emergence of Marketing in Public Recreation Agencies
Conceptualization of Public Recreation Marketing
Limitations of Conceptualizations
Methodology
Introduction
Logico-Positivist/Empiricist Paradigm
Constructivism
Critical Theory
Pluralist Paradigm
Choice of Research Orientation
Selection of the Critical Theory Orientation
An Overview of the Implementation of Critical Theory in This Study
Description of Analytic and Data Collection Techniques
Non-Empirical Procedures
Empirical Procedures
Results and Analysis of the Non-Emprical Procedures
Results of the Investigative Research
The Social Exchange School of Marketing
Major Assumptions of the Social Exchange School of Marketing
Results of Negative Case Analysis
A Closed-System Model of Formal Organizations
Public Interest and “Coercion Mutually Agreed Upon”
Redistribution and Reciprocity Arrangements
The Theoretical Triangulation of Assumptions
The Exchange Conceptualization of Marketing
The Redistribution Conceptualization of Marketing
The Reciprocity Conceptualization of Marketing
Discussion of the Non-Empirical Results
Conclusions
Input from Experts
Development of the Instrument
Results
Discussion
Development of an Alternative Conceptualization
The Redistribution System of Recreation Resources
The Public Park and Recreation Organization
The Interaction with its Environment
The Motivation of Park and Recreation Professionals
The Concept of Administered Marketing
Conclusions and Recommendations
Uniqueness of Administered Marketing
Directions for Future Research
Concluding Remarks
Appendix
References
Edouard Novatorov
National Research University Higher School of Economics, Russia
Dr. Novatorov received Master degree in “International leisure studies” from Christelijke Hogeschool Noord-Nederland, World Leisure Center of Excellence Program (1995). In 1999 he graduated with Ph.D. degree in Recreation, parks and tourism studies from Texas A&M University. Trained at Harvard Business School (2007) and the University of California (Berkeley) in 2008. Taught at Graduate school of management Saint-Petersburg state university GSOM, and Saint-Petersburg university of the humanities and social sciences, Russia. Author of 3 monographies and 86 articles on recreation and nonprofit marketing topics. Invited speaker at marketing and management conferences in USA, Canada, The Netherlands, and Poland. Member of editorial board of the journal “Маркетингуслуг” (Services marketing) Russia. Now- professor of marketing with department of management of National Research University “The Higher School of Economics” NRU HSE, Russia.
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