search query: @indexterm macromarketing / total: 24
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| Author: | Mundt, J. |
| Title: | Externalities: Uncalculated outcomes of exchange |
| Journal: | Journal of Macromarketing
1993 : VOL. 13:2, p. 46-53 |
| Index terms: | EXTERNALITIES MARKETING MARKETING CONCEPT ECONOMICS MACROMARKETING |
| Language: | eng |
| Abstract: | Using the existing exchange and externalities literature as support, the author advances a marketing definition of externalities as the uncalculated costs and/or benefits of exchange. These may accrue to transacting parties or to others and may arise due to incorrect calculation of the exchange equation by one or both parties. The challenge exists for marketers to bring understanding to the exchange process and its outcomes. |
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