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Marketing as Exchange
Richard P. Bagozzi
Journal of Marketing
Vol. 39, No. 4 (Oct., 1975), pp. 32-39
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250593
Page Count: 8
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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.
Journal of Marketing © 1975 American Marketing Association