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Relational Exchange Theory of Marketing 

ARC: Research: Theories: Relational Exchange

Overview

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Key Citations

Dwyer, F. Robert, Paul H. Schurr, and Sejo Oh (1987), "Developing Buyer-Seller Relationships," Journal of Marketing, 51 (2), 11-27.

Vargo, Stephen L. and Robert F. Lusch (2004), "Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 68 (1), 1-17.

Suggest additional key citations by sending email to arc@ama.org.

Application Areas

relationships

Other Literature

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