Marketing and Exchange
讨论交换理论，并将其与营销的基本基础更紧密地联系起来，指出交换虽被广泛接受为营销核心概念，但相关研究有限。
Exchange has been widely accepted as the core concept in marketing, yet the topic has received limited attention by researchers in the marketing discipline. The authors discuss exchange theory and tie it more closely to the basic underpinnings of marketing.