Electronic Resource

The Theory of the Marketing Firm

---

Penilaian

---

The marketing firm is that business organisation which responds to the imperatives of consumer-orientation. Its style of management is marked by its adherence to the criteria of goal separation, participation in marketing transactions, entrepreneurial sovereignty and reciprocal entrepreneurial management, all of which are explored in this pioneering book. It assumes the proposition, uncontroversial enough to marketing academics and students, that contemporary firms can survive and prosper – achieve their financial goal, be it the maximization of profit or sales or growth – only if they respond appropriately to those imperatives: specifically, the forces that promote consumer discretion and consumer sophistication. Surprisingly, however, theories of the firm, based on economics, strategic management or behavioural science, show scant recognition of this observation which is abundantly clear from the most elementary treatment of marketing management. Renowned scholar Gordon R. Foxall argues that this proposition should form the starting point of a theory of the firm and explores its implications for marketing theory in the light of the findings of consumer behaviour analysis and research on the marketing firm. Hence, while pursuing a competence theory of the marketing firm based on the idealised implications of the imperatives of consumer-orientation, the book rests its conception on a groundwork of empirical evidence on consumer behaviour and corporate action.

---

Availability

Inventory Code	Barcode	Call Number	Location	Status
2108000476	EB0005225	658.8 Fox t	Central Library (OPAC)	Available

Detail Information

Series Title

-

Call Number

658.8 Fox t

Publisher

Palgrave Macmillan : Palgrave Macmillan Cham., 2021

Collation

xxiii, 376p.:ill

Language

English

ISBN/ISSN

978-3-030-86106-3

Classification

658.8

Content Type

Ebook

Media Type

-

Carrier Type

online resource

Edition

1

Subject(s)

Marketing

Specific Detail Info

-

Statement of Responsibility

BRF

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment