Marketing and Exchange
Journal of MarketingPublished 1 October 1987
Franklin S. Houston, Jule B. Gassenheimer
Citations207
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
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.
Keywords
Business, Management and Accounting