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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.
The DD drinks company was founded over one hundred years ago by a deeply religious family and has been recognised as being a good employer ever since. The company has a long histor
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