A BRIEF OVERVIEW OF THE EXCHANGE (EXPOSURE) THEORY FROM THE MARKETING PERSPECTIVE

Abstract

It stands out among the social sciences with its marketing, synthesis and application oriented structure, which is seen as a young formation among other social sciences. Although the debates on art or science continue in the literature, marketing addresses the theories proposed by other social sciences with their own perspective and reveals different implications. The concept of exchange (exchange), which has a special place in social sciences and which has been handled by many different social disciplines, and which has become one of the basic concepts for marketing discipline, is encountered. The main purpose of the study examines this concept and theory. Therefore, in the first part of the study, the framework of the concept of exchange (exchange) will be drawn by the historical process. In the next section, the relationship between the concept and theory of marketing and change will be discussed. In the last section, social change theory will be briefly discussed, except for the economic perspective of the theory of change.