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Article

Chain generalized exchange as a central concept of nonprofit marketing

Marketing Science eJOURNAL . 2016. Vol. 9. No. 15. P. 24-51.
Novatorov E. V.

The article suggests concept of chain generalized exchange proposed by Ekeh (1974) as a central concept underlying nonprofit marketing. Most studies and research perspectives are based on controversial concept of complex exchange (Bagozzi,1975) to be a central concept for nonprofit marketing. Article discusses limitations of complex exchange concept and offers chain generalized exchange to be a central concept of nonprofit marketing.