Exchange is a fundamental concept that underlies all social marketing efforts. In a successful exchange, both parties receive something of value and the benefits that they desire in return for a price. The purpose of this article is to describe how practitioners can develop an “exchange mindset.” A practitioner’s answer to five basic questions will enable him or her to see the exchange through the eyes of the customer and increase the likelihood of creating a successful exchange that will benefit both parties involved and result in positive behavior change.
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