Abstract
The paper briefly traces the concept of exchange and exchange theories relating to the fields of economics and sociology. Marketing exchange is then analyzed in the context of these theories along with critical comments on Bagozzi's analysis of marketing as an exchange system.
Cite
CITATION STYLE
APA
Asundi, R. (2015). MARKETING AS EXCHANGE. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 252–258). Springer Nature. https://doi.org/10.1007/978-3-319-16937-8_60
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