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