The Marketing Firm

Gordon Foxall

Chapter 6 in Marketing Psychology, 1997, pp 115-135 from Palgrave Macmillan

Abstract: Abstract This part of the book undertakes a functional analysis of marketing, conceived as the intersecting activities of customers and marketers; i.e. it explores what marketing does. In the process of doing this, it defines the nature of the marketing firm. The resulting micropositive account of marketing thus casts economic behaviour in the light of a controlling environment rather than as the actions of autonomous agents (Foxall 1996a). There are three reasons for assuming this perspective.

Keywords: Consumer Behaviour; Discriminative Stimulus; Economic Behaviour; Consumer Choice; Marketing Relationship (search for similar items in EconPapers)
Date: 1997
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DOI: 10.1057/9780230375178_6

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