Marketing Exchange Relationships, Transactions, and Their Media

Synopsis

This book consists of 16 new discussions of topics that help map marketing as an exchange process. They help lay the foundation for the discipline from the perspective of this definition of marketing. The discussion includes examinations of what constitutes marketing: its legal, spatial, and temporal aspects; an examination of the associated externalities; and an extended examination of the media of exchange.

Additional information

Contributors:
Publisher: Place of publication:
  • Westport, CT
Publication year:
  • 1994