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  6. The Focus of Marketing Theory: Companies, Consumers, Exchanges

The Focus of Marketing Theory: Companies, Consumers, Exchanges

Ono Yuji

The Focus of Marketing Theory

We will explore what issues we should consider now, focusing on corporate behavior as a seller, consumer behavior as a buyer, and the exchange that is the result of their consolidation as the central focus of marketing theory.

Professor Ono is the author of Chapter 5, "Development of Resource-Based Theory in Marketing Research" in this book.

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