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Is all social exchange marketing?

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Abstract

The attempt of some marketers to define marketing as all social behavior broadens marketing to an extent that it is difficult if not impossible to operationalize. The marketing discipline is facing an identity crisis because it is expanding its boundaries to include all human exchange. The consequences of the blurred image of marketing will be confusion in research, teaching and the practice of marketing.

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Authors and Affiliations

  1. Illinois State University, Normal, Illinois, USA

    O. C. Ferrell Ph.D. & Mary Zey-Ferrell Ph.D.

Authors
  1. O. C. Ferrell Ph.D.
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  2. Mary Zey-Ferrell Ph.D.
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Ferrell, O.C., Zey-Ferrell, M. Is all social exchange marketing?. JAMS 5, 307–314 (1977). https://doi.org/10.1007/BF02722061

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  • DOI: https://doi.org/10.1007/BF02722061

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