A Research Review of B2B Marketing Exchange Relation A Conceptual Model

DOI

10.2991/emle-16.2017.75How to use a DOI?

Keywords

B2B marketing; social exchange theory; exchange relation; conceptual model

Abstract

Around the core concept of marketing, namely "exchange", this paper systematically reviews relevant research literature of social exchange theory and puts forward a conceptual integration model of B2B marketing exchange relation under framework of social exchange theory. In the end, this paper discusses limitations and future direction of research on B2B marketing exchange relation with application of social exchange theory, and analyzes the outlook for future research under circumstances of China.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Bingqun Cui
AU  - Tingjiu Chou
PY  - 2016/12
DA  - 2016/12
TI  - A Research Review of B2B Marketing Exchange Relation A Conceptual Model
BT  - Proceedings of the 2016 2nd International Conference on Economy, Management, Law and Education (EMLE 2016)
PB  - Atlantis Press
SP  - 326
EP  - 330
SN  - 2352-5428
UR  - https://doi.org/10.2991/emle-16.2017.75
DO  - 10.2991/emle-16.2017.75
ID  - Cui2016/12
ER  -