Exchanges in marketing systems: The case of subsistence consumer-merchants in Chennai, India

Journal of Marketing

Volumn 74, Issue 3, 2010, Pages 1-17

  Viswanathan, Madhu ^a   Rosa, José Antonio ^b   Ruth, Julie A ^c  

^a UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

^b UNIVERSITY OF WYOMING   (United States)

^c RUTGERS UNIVERSITY   (United States)

Author keywords

Base of the pyramid; Commitment; Exchange; Relationship marketing

Indexed keywords

EID: 77952401921     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.74.3.1     Document Type: Article

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