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Formalizing Marketing Exchange Theory by renatarossato is a document available to read on EtoBox.
What is Formalizing Marketing Exchange Theory about?
This document discusses the centrality of the concept of exchange in marketing and highlights the lack of a coherent theory to explain it. It outlines the various dimensions of exchange as understood across different behavioral sciences, emphasizing the need for marketers to develop a unique and comprehensive theory of exchange. The article aims to conceptualize exchange in terms of outcomes, experiences, and actions, providing a framework for further study in marketing theory.
- Author
- renatarossato
- Language
- EN