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Marketing as an Exchange
In contrast to this, relational exchanges (Dwyer et al., 1987) have a longer-term orientation and develop between parties who wish to build long-term supportive relationships. So, when a consumer buys Walkers Crisps on a usual basis and even buys the same flavour on a majority of purchase occasions, relational exchanges are considered to be taking place.
Broad Cast Media:- It includes advertisement in television , ratio and cable etc. It varies from print advertising media as it has both audio and visual effect. Broadcast is a med
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