TY - JOUR AU - Bagozzi, Richard P. AB - Marketing as Exchange A Theory of Transactions in the Marketplace RICHARD P. BAGOZZI University of California, Berkeley Marketing thought has progressed through at least two stages in its brief history and appears to be at the threshold of a third and perhaps most decisive transformation. From its beginnings In the early part of this century until the late 1960s, mafketing was more concerned with the technology for performing everyday activities in the marketplace than with the nature and adequacy of its conceptual underpinnings. This first stage was replaced with a number of attempts to create a marketing Welranschauung through the application of paradigms from allied disciplines. Thus, scholars suggested that functionalist (Alderson, 1965), systems (Lazer, 197 l), and decision- theory frameworks could be useful in building a theoretical base for the discipline. And, indeed, these approaches did much to provide an overall sense of what marketing is about. Unfortunately, the borrowed paradigms were not fully specified; the subject matter of the discipline was not well defined; and efforts were limited largely to broad descrip- tions or classificatory schemes. Very few testable hypotheses have been proposed, and no strong research traditions or schools of marketing thought have built upon these TI - Marketing as Exchange: A Theory of Transactions in the Marketplace JF - American Behavioral Scientist DO - 10.1177/000276427802100406 DA - 1978-03-01 UR - https://www.deepdyve.com/lp/sage/marketing-as-exchange-a-theory-of-transactions-in-the-marketplace-CKS800vWD5 SP - 535 EP - 556 VL - 21 IS - 4 DP - DeepDyve ER -