A Research Review of B2B Marketing Exchange Relation A Conceptual Model
Bingqun Cui, Tingjiu Chou
Available Online December 2016.
- https://doi.org/10.2991/emle-16.2017.75How to use a DOI?
- B2B marketing; social exchange theory; exchange relation; conceptual model
- Around the core concept of marketing, namely "exchange", this paper systematically reviews relevant research literature of social exchange theory and puts forward a conceptual integration model of B2B marketing exchange relation under framework of social exchange theory. In the end, this paper discusses limitations and future direction of research on B2B marketing exchange relation with application of social exchange theory, and analyzes the outlook for future research under circumstances of China.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Bingqun Cui AU - Tingjiu Chou PY - 2016/12 DA - 2016/12 TI - A Research Review of B2B Marketing Exchange Relation A Conceptual Model BT - 2016 2nd International Conference on Economy, Management, Law and Education (EMLE 2016) PB - Atlantis Press SP - 326 EP - 330 SN - 2352-5428 UR - https://doi.org/10.2991/emle-16.2017.75 DO - https://doi.org/10.2991/emle-16.2017.75 ID - Cui2016/12 ER -