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In its broadest sense, marketing is "what people do when they want to provide something to, or get something from, someone else" (Levy, 1978, p. 14). Marketing is typically considered successful if (and only if) the parties involved consider the exchange of this 'something" of "posi. tive value" (Bagozzi, 1974). In pursuit of mutually beneficial exchanges, marketing no longer provides consumers only with everyday necessities and amenities — such as nutrition, shelter, sanitation, or transport — but also plays an increasing role in supporting consumers' identity construc. tion and expression.

DOI: 10.1057/9781137353290_2

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