Abstract
Get full access to this article
View all access options for this article.
References
1.
Bagozzi, Richard P.
, "Marketing as Exchange ," Journal of Marketing , 39 (October 1975 ), pp. 32 -39 .
2.
Blau, Peter M.
, Exchange and Power in Social Life , (New York : John Wiley and Sons , 1964 )
3.
Ekeh, Peter P.
, Social Exchange Theory: The Two Traditions , (Cambridge, Mass. : Harvard University Press , 1974 ), Chapter 3
4.
Homans, George C.
, Social Behavior: Its Elementary Forms, rev. ed . (New York : Harcourt Brace Jovanovich , 1974 ).
5.
Kotler, Philip
, "A Generic Concept of Marketing ," Journal of Marketing
35 (July 1971 ), pp. 3 -12 .
6.
Levi-Strauss, Claude
, The Elementary Structures of
Kinship , ( Boston : Beacon Press , 1969 ).
7.
Luck, David J.
, "Broadening the Concept of Marketing--Too Far ," Journal of Marketing,
33 (July 1969 ), pp. 53 -55 .
8."Social Marketing: Confusion Compounded,"
Journal of Marketing , 38 (October 1974 ), pp. 70 -72 .
9.
Nickels, William G.
, "Conceptual Conflicts in Marketing , " Journal of Economics and Business , 26 (Winter 1974 ), pp. 140 -143 .