Is all social exchange marketing?
O. C. Ferrell Ph.D., Mary Zey-Ferrell Ph.D.
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 4
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.
Keywords
Marketing, Social Relationship, Social Exchange, Economic Exchange, Social Marketing
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