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Marketing as Exchange

19751,469 citationsJournal Article

Authors

Richard P. Bagozzi · Northwestern University

Abstract

The exchange concept is a key factor in understanding the expanding role of marketing.

Topics & Keywords

Marketing and Advertising Strategies Digital Marketing and Social Media

Publication Details

Published in: Journal of Marketing

Volume 39, Issue 4, pp. 32-39

DOI: 10.1177/002224297503900405

Field-Weighted Citation Impact: 18.10

Marketing as Exchange | Researchclopedia