Fundamental Considerations

Gordon R. Foxall ()
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Gordon R. Foxall: Cardiff University

Chapter 2 in The Theory of the Marketing Firm, 2021, pp 13-42 from Springer

Abstract: Abstract As the organisation that responds to the imperatives of consumer-orientation, the marketing firm is built upon the idea of marketing as a company-wide philosophy of management and pursuing it to its logical conclusions. We are concerned, therefore, with why such firms exist, their scope and their organisational implications. The marketing firm pursues marketing transactions which are objective exchanges conducted at competitive market prices and involving the entire marketing mix as a unified means of generating sales. A competence theory of the marketing firm builds on behavioural foundations gained through the development of a methodology of economic psychology that incorporates both extensional and intentional modes of discourse.

Keywords: Marketing firm; Customer-orientated management; Theory of the marketing firm; Competence theory; Marketing philosophy; Marketing function (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-86106-3_2

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DOI: 10.1007/978-3-030-86106-3_2

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