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Marketing and Exchange
Franklin S. Houston and Jule B. Gassenheimer
Journal of Marketing
Vol. 51, No. 4 (Oct., 1987), pp. 3-18
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251244
Page Count: 16
You can always find the topics here!Topics: Marketing, Legal entities, Utility functions, Social distance, Economic theory, Market economics, Sufficient conditions, Production functions, Microeconomics, Conceptualization
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Exchange has been widely accepted as the core concept in marketing, yet the topic has received limited attention by researchers in the marketing discipline. The authors discuss exchange theory and tie it more closely to the basic underpinnings of marketing.
Journal of Marketing © 1987 American Marketing Association