Marketing and Exchange
Open Access
- 1 October 1987
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 51 (4) , 3-18
- https://doi.org/10.1177/002224298705100402
Abstract
Exchange has been widely accepted as the core concept in marketing, yet the topic has received limited attention by researchers in the marketing discipline. The authors discuss exchange theory and tie it more closely to the basic underpinnings of marketing.Keywords
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