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The article is devoted to theoretical substantiation of the scientific nature of marketing during the exchange period of market transformations. The study proves that many researchers consider exchange to be a direct transaction of any tangible object, while marketing exchange is mostly indirect, and exchange items are intangible and symbolic.doaj:baf8b59b3f0344618dd18f99a3e8d611 fatcat:jb46da6gvbd53ei7ur7jh22rai