A Comment Exchange, Perceptions of Value, and Relationship Marketing: Applying the Basics to the Future

Abstract

This brief comment represents an attempt to outline the basics of the marketing exchange process as I perceive them, and apply them to relationship marketing. To do so in a concise manner, the basics of exchange are presented in the form of the deductive model. The language of this process is that of a dyadic exchange for ease of understanding, but the language could easily be extended to a much more complex exchange scenario. An apparent paradox of the exchange process is presented, and solutions to the paradox are then explored.

After the reviewing the marketing exchange framework,. a brief look at relationship marketing as it relates to exchange is presented. Specifically, the section explores the impact of marketing basics on relationship marketing.

Additional information

Notes on contributors

Donald P. Robin

Donald P. Robin (DBA at Louisiana State University) is professor of marketing at The University of Southern Mississippi. His research interests are marketing and business ethics, marketing theory, marketing strategy and management.