Cited by 1,648Marketing and Advertising StrategiesCustomer Service Quality and LoyaltyService and Product Innovation

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Marketing as Exchange

Bagozzi, Richard P.·1975·Journal of Marketing

DOI 10.2307/1250593

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The exchange concept is a key factor in understanding the expanding role of marketing.

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Authors: Bagozzi, R. P.
Affiliations: Northwestern University (US)
Corresponding author: Bagozzi, Richard P.
ORCID: Bagozzi, Richard P.
Venue: Journal of Marketing
Publisher: SAGE Publications
Published: 1975-10
Volume: 39
Issue: 4
Pages: 32-39
ISSN: 0022-2429 (ISSN-L)
1547-7185
DOI: 10.2307/1250593
OpenAlex: W2318181140
Cited by: 1,648
References: 0
Citations by year: 2026: 24 · 2025: 24 · 2024: 24 · 2023: 35 · 2022: 41 · 2021: 59 · 2020: 69 · 2019: 50 · 2018: 55 · 2017: 72 · 2016: 66 · 2015: 77 · 2014: 77 · 2013: 65 · 2012: 79
FWCI: 26.00
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
Keywords: social exchange theory, role of marketing, marketing theory

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Marketing as Exchange

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