This book discusses marketing from an exchange perspective. While marketing as defined by the American Marketing Association is based in exchange, the discipline has yet to identify a more general exchange taxonomy. This is the first contemporary book todraw exchange into the discipline in an integrated fashion. The authors describe "needs satisfaction" taxonomy that includes exchange as one of its classes. This volume fully examines exchange and the alternatives to exchange--with special attention going to Alderson's "potency" construct--and discusses important criticisms of an exchange-grounded general theory of marketing.

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