Marketing Relationships

Gordon Foxall

Chapter 8 in Marketing Psychology, 1997, pp 151-167 from Palgrave Macmillan

Abstract: Abstract This analysis of the marketing function leads naturally to consideration of the nature of the organisation responsible for marketing management. In this final chapter we return to the concerns of Chapter 6. Why do such business organisations exist within a market framework that presumably could undertake these functions in the absence of firms? This is of course related to the question raised by Coase (1937): why do firms come into being? Our questions are more complex, however: why do marketing firms exist? And what do they do?

Keywords: Transaction Cost; Consumer Behaviour; Discriminative Stimulus; Economic Behaviour; Economic Exchange (search for similar items in EconPapers)
Date: 1997
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DOI: 10.1057/9780230375178_8

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