Abstract
The paper briefly traces the concept of exchange and exchange theories relating to the fields of economics and sociology. Marketing exchange is then analyzed in the context of these theories along with critical comments on Bagozzi’s analysis of marketing as an exchange system.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
References
W. Alderson - "Dynamic Marketing Behavior"(R. D. Irwin, Inc. 1965).
R. P. Bagozzi - "Marketing as an Organized Behavioral System of Exchange" Jr. of Marketing 38, 77, 81, (Oct."1974).
R. P. Bagozzi - "Marketing as Exchange" Jr. of Marketing, 39, 32-39,(Oct. 1975).
R. Bartels - "The General Theory of Marketing", Jr. of Marketing 32, 29-33,(Jan 1968).
Ed. Blair - "Letter to the Editor", Jr. of Marketing, 41, 134,(Jan 1977).
P. M. Blau -"Interaction: Social Exchange" P. 452-458 in D. L. Sills ed., International Encyclopedia of the social sciences. (Vol. 7 N. Y. MacMillan and The free Press 1968).
P. M. Blau - "Exchange and Power in Social Life", N. Y. John Wiley & Sons, 1964 a.
A. Chavannes - "Studies in Sociology (1884) cited in Knax, J. B. "The Concept of Exchange in Sociological Theory 1884-1961"(Social Forces. 41: 341-346, 1963).
P. P. Ekeh - "Social Exchange Theory"(Harvard Univ. Press 1974).
I. Fisher - "The Rate of Interest"(The MacMillan Co. 1907)
I. Fisher - "The Nature of Capital and Income"(The MacMillan Co. 1912)
A. W. Gouldner - "Reciprocity and Autonomy in Functional Theory" p. 241-270 in Llewellyn Gross, ed. "Symposium on Sociological Theory".(N,. Y. Harper & Row 1959)
A. W. Gouldner - "The Norm of Reciprocity: a preliminary statement" American Sociological Review 25, 161-179, 1960.
A. W. Gouldner - "The Norm of Reciprocity: A Preliminary Statement" Am. Sociological Rev. 25, 161-178.(April 1960).
E. Heckscher - "The Effect of Foreign Trade on the Distribution of Income". (Economisk Tidskritt21 > 1913.
G. C. Homans - "Social Behavior as Exchanges" Am. Jr. of Sociology, 63, 597-606,(May 1958).
G. C. Homans - "Social Behavior, Its Elementary Forms "(New York: Harcourt, Brace & World 1961).
G. C. Homans - "Fundamental Social Processes" p. 27-78 in Neil J. Smelser, ed., "Sociology"( N. Y. Wiley & Sons 1967 a).
G. C. Homans & D. M. Schneider - "Marriage, Authority,and Final Causes": A study of Unilateral Cross Cousin Marriage" N. Y. The Free Press. 1955. reprinted in Homans (1962).
P. Kotier & S. J. Levy - "Broadening the concept of marketing", Jr. of Marketing 33, 10-15,(Jan. 1969).
P. Kotier&S. J. Levy - "A new form of marketing Myopia Rejoinder to Professor Luck". Jr. of Marketing 33, 55, (July 1968).
P. Kotier - "A Generic Concept of Marketing" Jr. of Marketing 36, 46-54,(April 1972).
P. Kotier - "Marketing Management" 2nd Ed. Prentice Hall 1972, pp. 12-13.
P. Kotier - "Marketing for Non-Profit Organizations" Prentice Hall 1975, p. 5.
C. Levi-Strauss - "Les Structures elementaries de la Parente".( Paris, Prenses Univ. de France. 1949).
C. Levi-Strauss - "The elementary structures of Kinship" Boston, Beacon Press. 1969.
D. J. Luck. - "Broadening the Concept of Marketing-Too Far" Jr. of Marketing, 33, 53,(July 1969).
D. J. Luck - "Social Marketing: Confusion Compounded" Jr. of Marketing 38,70,(Oct. 1974).
B. Malinowski - "Argonauts of the Western Pacific" (Rontledge & Kegan Paul, 1922).
M. Mauss - "Essin sur la don in Sociologie et Anthropologic" (1925)( Paris Prenes Univ. de France 1950.
J. S. Mill - "Principles of Political Economy" (Landon, 1848).
W. Nord - "Adam Smith & Contemporary Social Exchange Theory" The Am. Jr. of Econ&Sociology 32, 421-436,(Oct. 1974)"
B. Ohlin - "Interregional & International Trade" (Cambridge, Harvard Univ. Press. 1933).
T. Parsons - "The Social System" (N. Y., The Free Press. 1951).
D. Ricardo - "Principles of Political Economy & Taxation" 3rd. Ed.(Landon, 1821).
A Smith - "The Wealth of Nations",(1776).
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Asundi, R. (2015). Marketing as Exchange. In: Rogers III, J., Lamb, Jr., C. (eds) Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16937-8_60
Download citation
DOI: https://doi.org/10.1007/978-3-319-16937-8_60
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16936-1
Online ISBN: 978-3-319-16937-8
eBook Packages: Business and EconomicsBusiness and Management (R0)