October 1, 1975
Marketing as Exchange
Key Points
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Abstract
The exchange concept is a key factor in understanding the expanding role of marketing.
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Cite this study
Richard P. Bagozzi (Wed,) studied this question.
synapsesocial.com/papers/6a0873de7de338f10b10b2d8 — DOI: https://doi.org/10.1177/002224297503900405
Authors
Richard P. Bagozzi
Ross School
Journals
Journal of Marketing
Actions
Institutions
Northwestern University
References and Citations
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