TITLE

People as Products: Analysis of a Complex Marketing Exchange

AUTHOR(S)
Hirschman, Elizabeth C.
PUB. DATE
January 1987
SOURCE
Journal of Marketing;Jan87, Vol. 51 Issue 1, p98
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Though the notion of marketing as exchange has proved conceptually robust since its introduction more than 10 years ago, few empirical marketing studies have used exchange as a guiding paradigm. The author examines male- and female-placed personal advertisements as examples of complex, heterogeneous marketing exchange. Several hypotheses about the exchange resources possessed and sought by men and women are tested.
ACCESSION #
5000328

 

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