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Marketing as Exchange

Richard P. Bagozzi

Department of the Graduate School of Management, Northwestern University, Evanston, Illinois.

Journal of Marketing 1975

The exchange concept is a key factor in understanding the expanding role of marketing.

DOI
10.1177/002224297503900405
Volume
39 (4)
Pages
32-39
Language
en
Export
BibTeX
Sources
crossref openalex