Home » Marketing Exchange Relationships, Transactions, and Their Media by Franklin S. Houston
Marketing Exchange Relationships, Transactions, and Their Media Franklin S. Houston

Marketing Exchange Relationships, Transactions, and Their Media

Franklin S. Houston

Published January 26th 1994
ISBN : 9780899308098
Hardcover
336 pages
Enter the sum

 About the Book 

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 aMoreThis 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 Associations 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.