UID:
almahu_9947914883602882
Format:
1 online resource (vi, 320 p.) :
,
ill.
ISBN:
9780857936509 (e-book)
Content:
This book provides an expert analysis of the theory of the marketing firm by drawing upon operant psychology, economic theory and marketing to argue that all firms exist in order to market. The authors explore the nature of bilateral interdependence and suggest a framework to analyse the collaborative and competitive mutually reinforcing relationships within which the firm acts.
Note:
1. The marketing firm -- 2. From consumer behaviour to corporate response -- 3. Methodology and measurement -- 4. Specification and interpretation -- 5. Corporate behaviour : the supply of wrapped impulse ice-cream -- 6. Reflections on "the marketing firm" -- 7. Conclusions.
Additional Edition:
ISBN 9781848444157 (hardback)
Language:
English
Keywords:
Electronic books.
URL:
https://www.elgaronline.com/view/9781848444157.xml
