Items related to Marketing Exchange Relationships, Transactions, and...
Synopsis
This book is one of the few contemporary works to begin to reinterpret marketing thought from a marketing exchange perspective. The book consists of sixteen newly authored chapters solicited for this reinterpretation. The discussion begins with a description of the marketing taxonomy, identifying and distinguishing between marketing behavior and other non-marketing, need-satisfying behavior pertinent to marketers. The controversy surrounding such a taxonomy as well as alternative classifications of specific need-satisfying behaviors are examined in depth as well. Other topics specific to marketing behavior are examined from an exchange perspective by authors who have done specialized work in the field. The discussions include the temporal and spatial aspects of exchange; internal markets; evaluation processes; the attributes of channel exchange in contrast to final exchange; the captive consumer; externalities and legal dimensions as they relate to the exchange process; with a special emphasis on the exchange media and its role in the exchange process. This book is important to marketing teachers and writers who are attempting to conform to the American Marketing Association's description of marketing. The topics examined in this book are likely to serve as the basis for the next generation of introductory and strategy marketing course textbooks.
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About the Author
FRANKLIN S. HOUSTON is Associate Professor of Marketing at Rutgers University, Camden, New Jersey. He recently co-authored Marketing Exchange Transactions and Relationships (Quorum, 1992) with Jule Gassenhiemer and James Maskulka. Articles he has authored or co-authored have appeared in a number of journals including the Journal of Marketing, Journal of Marketing Research, Decision Sciences, Journal of Business, Journal of Retailing, Journal of Advertising, and Journal of Advertising Research. This work has included demand modeling and marketing theory.
Synopsis
This text reinterprets marketing thought from a marketing-exchange perspective. Discussions include the temporal and spatial aspects of exchange; internal "markets"; evaluation processes; and the "captive consumer".
"About this title" may belong to another edition of this title.
- PublisherPraeger (UK)
- Publication date1994
- ISBN 10 0899308090
- ISBN 13 9780899308098
- BindingHardcover
- LanguageEnglish
- Number of pages336
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Marketing Exchange Relationships, Transactions, and Their Media
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Marketing Exchange Relationships, Transactions, and Their Media (Hardcover)
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Hardcover. Condition: new. Hardcover. This book is one of the few contemporary works to begin to reinterpret marketing thought from a marketing exchange perspective. The book consists of sixteen newly authored chapters solicited for this reinterpretation.The discussion begins with a description of the marketing taxonomy, identifying and distinguishing between marketing behavior and other non-marketing, need-satisfying behavior pertinent to marketers. The controversy surrounding such a taxonomy as well as alternative classifications of specific need-satisfying behaviors are examined in depth as well. Other topics specific to marketing behavior are examined from an exchange perspective by authors who have done specialized work in the field. The discussions include the temporal and spatial aspects of exchange; internal markets; evaluation processes; the attributes of channel exchange in contrast to final exchange; the captive consumer; externalities and legal dimensions as they relate to the exchange process; with a special emphasis on the exchange media and its role in the exchange process. This book is important to marketing teachers and writers who are attempting to conform to the American Marketing Association's description of marketing. The topics examined in this book are likely to serve as the basis for the next generation of introductory and strategy marketing course textbooks. This book is one of the few contemporary works to begin to reinterpret marketing thought from a marketing exchange perspective. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9780899308098
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Marketing Exchange Relationships, Transactions, and Their Media (Hardcover)
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Bloomsbury Publishing Plc, Westport, 1994
ISBN 10: 0899308090
ISBN 13: 9780899308098
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Hardcover. Condition: new. Hardcover. This book is one of the few contemporary works to begin to reinterpret marketing thought from a marketing exchange perspective. The book consists of sixteen newly authored chapters solicited for this reinterpretation.The discussion begins with a description of the marketing taxonomy, identifying and distinguishing between marketing behavior and other non-marketing, need-satisfying behavior pertinent to marketers. The controversy surrounding such a taxonomy as well as alternative classifications of specific need-satisfying behaviors are examined in depth as well. Other topics specific to marketing behavior are examined from an exchange perspective by authors who have done specialized work in the field. The discussions include the temporal and spatial aspects of exchange; internal markets; evaluation processes; the attributes of channel exchange in contrast to final exchange; the captive consumer; externalities and legal dimensions as they relate to the exchange process; with a special emphasis on the exchange media and its role in the exchange process. This book is important to marketing teachers and writers who are attempting to conform to the American Marketing Association's description of marketing. The topics examined in this book are likely to serve as the basis for the next generation of introductory and strategy marketing course textbooks. This book is one of the few contemporary works to begin to reinterpret marketing thought from a marketing exchange perspective. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Seller Inventory # 9780899308098
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Marketing Exchange Relationships, Transactions, and Their Media
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Marketing Exchange Relationships, Transactions, and Their Media
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Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. This book is one of the few contemporary works to begin to reinterpret marketing thought from a marketing exchange perspective.Über den AutorFrank HoustonInhaltsverzeichnisThe Marketing Taxonomy by Fr. Seller Inventory # 447103710
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