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Cover The Marketing Firm
The Marketing Firm
Economic Psychology of Corporate Behaviour
Kevin J. Vella and Gordon Foxall
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.
Restricted access
Monograph Book
Publication Date:
30 Sep 2011
DOI:
https://doi.org/10.4337/9780857936509
Collections:
Business 2011