A Nexus of Bilateral Contingencies

Gordon R. Foxall ()
Additional contact information
Gordon R. Foxall: Cardiff University

Chapter 10 in The Theory of the Marketing Firm, 2021, pp 229-262 from Springer

Abstract: Abstract The marketing firm is a structure of bilateral contingencies that link individuals and groups within the firm, the firm and external labour markets, and crucially the firm and consumerates. This network of bilateral contingencies provides a spectrum of relationships between firm and consumerate, some of which are markets, other of which are social interactions that do not involve market or marketing transactions. The structure of the marketing firm is a web of vertically and horizontally integrated bonds that enhance productivity through the interests they combine. The marketing firm is, additionally, a metacontingency, an organisation which has, in the form of the marketing mix, an output over and above the combined outputs of its members. This superordinate consequence of the operations of the marketing firm is acted upon by the reinforcing and punishing consequences it meets in the marketplace. It, therefore, evolves in its own right.

Keywords: Bilateral contingency; Marketing transactions; Market transactions; Mutuality relationships; Market; Exchange; Value; Metacontingency; Contextual systems; Multi-lateral contingency; Marketing transactions; Market transactions; Marketing integration; Nexus of bilateral contingencies; Integration (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-86106-3_10

Ordering information: This item can be ordered from
http://www.springer.com/9783030861063

DOI: 10.1007/978-3-030-86106-3_10

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().