Abstract
The paper presents a platform for marketing theory development and programmatic research. This platform fits marketing into a universal and evolutionary exchange paradigm that integrates human exchange with that of other living and nonliving systems. Importantly, it is shown how marketing exchange is itself a part of evolving exchange systems that are commonly discussed in the natural sciences. It is proposed that exchange systems, at all levels, evolve as part of a definable pattern. The integration of marketing exchange with exchange in all natural systems may afford a means for enhancing both the study and practice of marketing.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 59-76 |
| Number of pages | 18 |
| Journal | Behavioral Science |
| Volume | 37 |
| Issue number | 1 |
| DOIs | |
| State | Published - Jan 1992 |
Keywords
- and divergence
- attraction
- convergence
- demanding
- emergence
- exchanging
- information
- proliference
- supplying
ASJC Scopus subject areas
- General Agricultural and Biological Sciences