Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
18IP
Xc
Marketing as Exchange
Family
11. Relationships and Customer Equity (IV · Customer and Brand Assets)
Era
Period 2: Planning, 1970s
Block
IP · Implementation, process
Tier
Landmark
Cell card
Description
Bagozzi defined exchange as the core concept of marketing, distinguishing restricted, generalized, and complex exchanges and utilitarian, symbolic, and mixed forms, giving the discipline a general theoretical foundation.
Managerial Implications
Every transaction is an exchange of value in both directions, and value includes time, effort, information, and trust, not only money. Map what customers give and what they get at each stage of the relationship. Reducing what they must give, such as onboarding effort or data disclosure, often creates more value than adding features, and exchanges that feel unfair end relationships quietly.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
