In this chapter we present an exchange systems approach to evaluate the potential of water markets to provide sustainable and equitable access for all. The approach is sourced from marketing theory, which in turn is constructed on a social exchange and general systems theory platform (Bagozzi, 1978; Layton, 2007). The exchange systems concept offers a systemic view of exchange that allows for the integration of broader economic and social considerations into the design of water markets. We illustrate different types of exchange systems to offer the reader a broader perspective on water markets. Such a perspective can enable new thinking in how water provision systems can contribute to improved human health. We begin with a general introduction to the marketing exchange concept and subsequently trace its evolution to exchange systems
