haku: @indexterm MARKETING THEORY / yhteensä: 244
viite: 192 / 244
| Tekijä: | Hounston, F. S. Gassenheimer, J. B. |
| Otsikko: | Marketing and exchange. |
| Lehti: | Journal of Marketing
1987 : OCT, VOL. 51:4, p. 3-18 |
| Asiasana: | MARKETING THEORY TRADE |
| Kieli: | eng |
| Tiivistelmä: | The role of exchange theory in marketing is discussed. Exchange is compared with other need-satisfying behaviors. Prerequisites for exchange are presented. Value derived from the product and value derived from the exchange act are described in detail. A mathematical model is outlined for the actualization of utility for each entity. A production function is proposed. Ways of turning exchange events into exchange relationships are examined. Exchange relationships are analyzed in a historic perspective. Social distance and reciprocity are mentioned. Marketing is contrasted with economics. Exchange is described as a theoretical hub around which other marketing theories connect to form an integrated structure. |
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