The Marketing Firm: a Transactions Cost Approach

Date
1998-06
Authors
Dnes, Antony William
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.
DOI
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