… This sequence of exchange, A→B→C→A, is known as generalized exchange; while it
fails to conform to the usual notions of quid pro quo, it certainly constitutes a marketing …

… We have yet to decide whether marketing theory and exchange theory are synonymous,
or if marketing theory is a subset of exchange theory, or if exchange theory is the pattern for …

Marketing thought has progressed through at least two stages in its brief history and
appears to be at the threshold of a third and perhaps most decisive transformation. From its …

… between the “marketing exchange” and the exchange in disciplines outside marketing. On the
… I identify nine general criteria for the marketing exchange in the generic sense of the word: …

… At least a buyer and a seller must exist before a market exchange can occur. The origins
of the marketing discipline extend from the distribution function, in which merchants (ie, …

… marketing scholars. These new perspectives advocate the theoretical understanding of people
through bioeconomic exchange and recognize that the ability to market … what marketing …

… Marketing scholars have suggested the exchange model as … traditional marketing relationships
involving the exchange of … relevance to include the marketing of nonprofit organizations, …

… 59‐60] points out that the classical definition of market exchange only applies insofar as …
for market exchange disappear. The necessary and sufficient condition for market exchange is …

… and assortment of inventory (a negative exchange). The conflict may or may not inhibit the
potential profit levels for both actors, but it certainly constitutes a marketing exchange relation. …

… He calls these relational transactions to clarify the differences between market exchange and
… three principal forms: market exchange; reciprocal exchange and redistributive exchange. …