An Institutional Theory of Exchange in Marketing

Anil Pandya, Nikhilesh Dholakia

European Journal of Marketing, December 1992, Emerald
DOI: 10.1108/03090569210022489

Simple and robust institutional-theoretic view of "exchange", in marketing settings

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http://dx.doi.org/10.1108/03090569210022489

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Dr Nikhilesh Dholakia
University of Rhode Island

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