The Marketing Firm

Kevin J. Vella and Gordon Foxall

in Books from Edward Elgar Publishing

Abstract: This book provides an expert analysis of the theory of the marketing firm by drawing upon operant psychology, economic theory and marketing to argue that all firms exist in order to market. The authors explore the nature of bilateral interdependence and suggest a framework to analyse the collaborative and competitive mutually reinforcing relationships within which the firm acts.

Keywords: Business and Management; Economics and Finance; Research Methods (search for similar items in EconPapers)
JEL-codes: Z0 (search for similar items in EconPapers)
Date: 2011
ISBN: 9781848444157
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