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| Author: | Murgolo-Poore, M.E. Pitt, L.F. Berthon, P.R. |
| Title: | Three theoretical perspectives on one of marketing´s most fundamantal exchanges : Propositions on personal relationships |
| Journal: | Marketing Theory
2003 : JUN, VOL 3:2, p. 235-265 |
| Index terms: | MARKETING THEORIES BEHAVIOURAL SCIENCE |
| Language: | eng |
| Abstract: | The main point of this article is fundamental marketing exchange problem. The article considers the subject from three competing theories of people´s partner seeking behavior. These theories are : social exchange theory, evolutionary psychology and feminist theory. Basing on these theories, the authors make a comparative table of hypotheses. |
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