The Marketing Firm: a Transactions Cost Approach

Date

1998-06

Authors

Journal Title

Journal ISSN

Volume Title

Publisher

Journal of Strategic Marketing

Abstract

Presents a transactions cost approach in analyzing the concept of the marketing firm. Factors that influence the success of marketing; Transaction costs involved in marketing; Practical lessons provided by the study of long-term contractual relations.

Description

Keywords

Transaction costs, Marketing

Citation

Dnes, Antony W. "The Marketing Firm: A Transactions Cost Approach." Journal of Strategic Marketing, vol. 6, no. 2, June 1998, p. 157.

URI

http://hdl.handle.net/11416/307
 https://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=bth&AN=6274388&site=eds-live&scope=site&custid=s5615486

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