Chain Generalized Exchange as a Central Concept of Nonprofit Marketing
26 Pages Posted: 8 May 2016 Last revised: 31 May 2016
Date Written: May 6, 2016
The article suggests concept of chain generalized exchange proposed by Ekeh (1974) as a central concept underlying nonprofit marketing. Most studies and research perspectives are based on controversial concept of complex exchange (Bagozzi, 1975) to be a central concept for nonprofit marketing. Article discusses limitations of complex exchange concept and offers chain generalized exchange to be a central concept of nonprofit marketing.
Keywords: marketing exchange, chain generalized exchange, complex exchange
JEL Classification: B00, B15, D10, D6, D73, L3, M31, A12, A14, D70
Suggested Citation: Suggested Citation