Abstract
Our article, “Is All Social Exchange Marketing?”, was a reaction to the works of several authors, only one of which was an article by Richard Bagozzi, “Marketing as Exchange” (1975). This article is a reaction specifically to Bagozzi's “Is All Social Exchange Marketing?: A Reply” (1977). Neither this article nor our earlier one is a development of a theory or a framework for the construction of marketing theory. Thus there were no developments of premises, propositions or formated statements of relationships in that article or this one which might be miscontrued to be a perspective, framework, or theory of marketing. First, we challenge Bagozzi to develop a unique theory of marketing exchange as differentiated from more general concepts of all social, psychological and economic exchanges. Then we defend the purpose and logic of our article against Bagozzi's fallacious assertions relating to our fallacies of logic and misinterpretations of his works, and we point out his inconsistencies and fallacies of logic.
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Zey-Ferrell, M., Ferrell, O.C. A rejoinder: Is all social exchange marketing? A reply. JAMS 8, 182–195 (1980). https://doi.org/10.1007/BF02721883
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DOI: https://doi.org/10.1007/BF02721883