There is a growing recognition of the need to expose marketing students to the topic of bargaining. A new win-win model of distributive bargaining and a mixed motive structure of the buyer-seller situation provides a logical framework for introducing bargaining into marketing.
Get full access to this article
View all access options for this article.
References
1.
Axelrod, Robert (1984), The Evolution of Cooperation, New York: Basic Books.
2.
Bagozzi, Richard P. (1979), "Toward a Formal Theory of Marketing Exchanges," in Conceptual and Theoretical Developments in Marketing, O. C. Farrell, S. W. Brown, and C. W. Lamb, eds., Chicago: American Marketing Association.
3.
Dholakia, Nikhilesh and R. R. Dholakia (1982), "Marketing in the Emerging World Order,"Journal of Macromarketing (Spring), 47-56.
4.
Fisher, Roger and W. Ury (1981), Getting to Yes, Boston: Houghton Mifflin.
5.
Harsanyi, John C. (1956), "Approaches to the Bargaining Problem Before and After the Theory of Games,"Econometrica, 24, 144-157.
6.
Howard, N. (1971), Paradoxes of Rationality, Cambridge, MA: M.I.T. Press.
7.
Hunt, Shelby D. (1976), "The Nature and Scope of Marketing,"Journal of Marketing, 40 (July), 17-28.
8.
Karrass, Chester L. (1974), Give and Take, New York: Thomas Y. Crowell.
9.
Kelley, H. H. (1964), "Interaction Process and the Attainment of Maximum Joint Profit," in Decision and Choice, S. Merick and A. H. Brayfield, eds., New York: McGraw-Hill Company.
10.
Kotler, Philip (1972), "A Generic Concept of Marketing,"Journal of Marketing, 36 (April), 46-54.
11.
Kotler, Philip (1984), Marketing Management, Englewood Cliffs, NJ: Prentice-Hall Inc.
12.
Nash, J. F. (1950), "The Bargaining Problem,"Econometrica, 18 (April), 155-162.
13.
Nash, J. F. (1953), "Two Person Cooperative Games,"Econometrica, 21 (January), 128-140.
14.
Raiffa, N. (1982), The Art and Science of Negotiation, Cambridge, MA: Harvard University Press.
15.
Robbins, George W. (1947), "Notions About the Origins of Trading,"Journal of Marketing, 11, 28-36.
16.
Siegel, S. and L. Fouraker (1960), Bargaining and Group Decision Making Experiments in Bilateral Monopoly, New York: McGraw-Hill Co.
17.
Smith, Adam (1925), The Wealth of Nations, vol. 1, London: Methuen and Co.
18.
Stern, Louis W. and A. El-Ansary (1977), Marketing Channels, Englewood Cliffs, NJ: Prentice-Hall.
19.
Wall Street Journal (1984), December 3, 1.
20.
Webster's New Collegiate Dictionary (1974), Springfield, MA: Merriam Co.
