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Keywords: Exchange projectors
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Journal Articles
The common ground of relationships and exchange: towards a contractual foundation of marketing
Available to Purchase
Journal of Business & Industrial Marketing (2012) 27 (6): 447–455.
Published: 27 July 2012
..., namely promises reflected in the “promissory exchange projectors” of contracting parties. In that perspective, Baggozi's marketing‐as‐exchange concept reflects a specific type of relationship focused on the promises made by sellers and buyers. This opens an exciting avenue for marketing research...
