Services in Society and Academic Thought: An Historical Analysis
- 1 June 2005
- journal article
- research article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 25 (1), 42-53
- https://doi.org/10.1177/0276146705275294
Abstract
This article traces the development of economic activity and the sociopolitical, philosophical, and scientific agenda from which the present goods-centered paradigm of marketing emanated. The authors suggest that the services-centered model of exchange, abandoned during this development, is more appropriate for the advancement of the understanding of exchange relationships.Keywords
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