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Marketing as Exchange: A Theory of Transactions in the Marketplace · Study

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ArticleMarketing as Exchange: A Theory of Transactions in the Marketplace

Richard P. Bagozzi1978

Article1978

Marketing as Exchange: A Theory of Transactions in the Marketplace

Richard P. Bagozzi

220 citations·0/0 files stored·American Behavioral Scientist

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Social Power and Status Dynamics

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References

1969The Handbook of Social Psychology 1965A Theory of the Allocation of Time 1969Broadening the Concept of Marketing 1975Marketing as Exchange 1972A Generic Concept of Marketing 1975Consumer Demand: A New Approach.1969Broadening the Concept of Marketing 1972Consumer Demand. A New Approach.

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Details

Year1978

Typearticle

Published1978-03-01

VenueAmerican Behavioral Scientist

ISSN-L0002-7642

Languageen

Citations220

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1177/000276427802100406

openalex_workW2474802602

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1986Buyers' and Sellers' Explanations for Product Failure: Who Done It?