Linking Firm and Consumerate

Gordon R. Foxall (foxall@cardiff.ac.uk)
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Gordon R. Foxall: Cardiff University

Chapter 8 in The Theory of the Marketing Firm, 2021, pp 183-200 from Springer

Abstract: Abstract A market is a forum of exchange, the trading of subjective values (V2s) through the establishment of a mutually acceptable objective transaction value (V1). Socio-economic interactions of the kind that pervade MMM and consumer choice are bilateral contingencies. They include market transactions, marketing transactions and mutuality relationships, all of which are essential to understanding the marketing firm and the nature of the market itself.

Keywords: Market transaction; Marketing transaction; Mutuality relationship; Market; Bilateral contingency; Transaction value; Metacontingency; Multi-lateral contingency (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/978-3-030-86106-3_8

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