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Keywords: Relational exchange
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Journal Articles
Journal of Business & Industrial Marketing (2012) 27 (6): 447–455.
Published: 27 July 2012
... Relational contract theory Discrete exchange Relational exchange Exchange projectors Promises Relationship marketing Transactional analysis Economic theory The exchange‐concept was instrumental in developing marketing as an academic discipline. Bagozzi introduced it as the basis for defining...
