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Marketing as Exchange

Richard P. Bagozzi
Journal of Marketing
Vol. 39, No. 4 (Oct., 1975), pp. 32-39
DOI: 10.2307/1250593
Stable URL: http://www.jstor.org/stable/1250593
Page Count: 8
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Marketing as Exchange
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Abstract

Traditionally, marketers have taken a relatively narrow view of exchange, limiting their inquiry to direct exchanges of tangible entities between two persons. Bagozzi suggests three broad extensions to the exchange model: expanding the notion of exchange, reevaluating the relationship between the media and meaning of exchange, and looking at social marketing in light of the broadened conception of exchange.

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