Journal ArticleDOI
Marketing as Exchange
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The authors analyzes a number of dimensions of the exchange paradigm that have not been dealt with in the marketing literature, and attempts to show that what marketers have considered as "what marketers have not considered as" is not the most important dimensions of exchange.Abstract:
T HE exchange paradigm has emerged as a framework useful for conceptualizing marketing behavior. Indeed, most contemporary definitions of marketing explicitly include exchange in their formulations.' Moreover, the current debate on "broadening" centers on the very notion of exchange: on its nature, scope, and efficacy in marketing. This article analyzes a number of dimensions of the exchange paradigm that have not been dealt with in the marketing literature. First, it attempts to show that what marketers have considered asread more
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Developing Buyer-Seller Relationships:
TL;DR: For example, this paper pointed out that most of the research and too many of the marketing strategies treat buyer-seller exchange as a primary concern. But, they also pointed out, "too much research and practice have focused persistently on exchange between buyers and sellers".
Journal ArticleDOI
The Changing Role of Marketing in the Corporation
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From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing
TL;DR: In this article, the authors discuss the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discuss how modern research into industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.
Journal ArticleDOI
A model of customer satisfaction with service encounters involving failure and recovery
TL;DR: In this article, the authors develop a model of custom recovery efforts for service failures, based on the model of customer reaction to service failures in the context of an organization's recovery efforts.
Journal ArticleDOI
Consumer perceptions of interpersonal equity and satisfaction in transactions: A field survey approach.
Richard L. Oliver,John E. Swan +1 more
TL;DR: In this paper, the authors surveyed consumers about their feelings toward their inputs to and outcomes from the sales transaction, as well as their perceptions of the inputs and outcomes of the salesperson.