The Theory of the Marketing Firm Comes of Age

Gordon R. Foxall ()
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Gordon R. Foxall: Cardiff Business School, Cardiff University

Chapter 2 in The Marketing Firm, Volume I, 2025, pp 5-65 from Springer

Abstract: Abstract The theory of the marketing firm locates the rationale of the modern business enterprise in its responding profitably to the imperatives of marketing-orientation. Economic theories of the firm generally fail to recognise these imperatives, enhanced consumer choice and sophistication, which entail marketing-orientation as the rationale of the firm. The chapter proposes a competence theory of the firm as a metacontingency and examines the bilateral contingencies by which firms link to their consumerates, which indicate their capacities for customer-orientation. The marketing firm emerges as a means of encapsulating entrepreneurship, economising on transaction costs, and enabling the management of marketing specialisation.

Keywords: Behaviour analysis; Bilateral contingency; Marketing firm; Microeconomics; Theory of the firm (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-91595-6_2

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DOI: 10.1007/978-3-031-91595-6_2

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