Dnes, Antony William2017-04-132017-04-131998-06Dnes, Antony W. "The Marketing Firm: A Transactions Cost Approach." Journal of Strategic Marketing, vol. 6, no. 2, June 1998, p. 157.0965-254Xhttp://hdl.handle.net/11416/307https://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=bth&AN=6274388&site=eds-live&scope=site&custid=s5615486Presents 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 costsMarketingArticle