Cooperation: An enduring theory of relationship marketing
提出一个三层框架，强调合作交换关系中三个不变基础（相互依赖、互惠、公正），并追溯其在工业时代前后的演变，指导营销者在AI时代聚焦这些常量以制定有效策略。
Abstract Artificial intelligence promises to transform marketing, but some relational constants endure across technological ages. The current research proposes a three-layer hierarchical framework that prioritizes three time-invariant foundations of cooperative exchange relationships. Specifically, each foundation comprises a universal principle (interdependence, reciprocity, justice), corresponding psychological construct (trust, gratitude, unfairness), and resulting behaviors that permit, propel, and protect cooperative exchange relationships, regardless of technological contexts. The authors trace the evolution of the three foundations and their manifestations across pre-industrial, industrial, and digital ages to demonstrate their consistency. A projection details how these foundations will shape relationship marketing in the future, guiding marketers to focus on constants to establish effective relationship marketing strategies in an evolving AI age. This hierarchical framework counters the paralysis of uncertainty by offering evidence of stability amid technological disruption. It also reorients relationship marketing from commitment toward cooperation as the practical, dynamic engine of value creation in any technological age.