@article{19eb093b4acb444dbe8f823d759611aa,
title = "Exchanges in marketing systems: The case of subsistence consumer-merchants in Chennai, India",
keywords = "Base of the pyramid, Commitment, Exchange, Relationship marketing",
author = "Madhu Viswanathan and Rosa, \{Jos{\'e} Antonio\} and Ruth, \{Julie A.\}",
year = "2010",
month = may,
doi = "10.1509/jmkg.74.3.1",
language = "English",
volume = "74",
pages = "1--17",
journal = "Journal of Marketing",
issn = "0022-2429",
publisher = "Sage Publications",
number = "3",
}