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Introduction
Kevin J. Vella
and
Gordon Foxall
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Article Category:
Monograph Chapter
Publication Date:
30 Sep 2011
Collections:
Business 2011
DOI:
https://doi.org/10.4337/9780857936509.00005
Full access
Download PDF
The Marketing Firm
Monograph Book
Publication Date:
30 Sep 2011
Print ISBN:
9781848444157
eISBN:
9780857936509
DOI:
https://doi.org/10.4337/9780857936509
Page Count:
328
Collections:
Business 2011
Buy Print
Table of Contents
Front Matter
Copyright
Contents
Preface
Introduction
Chapter 1: The Marketing Firm
Chapter 2: From Consumer Behaviour to Corporate Response
Chapter 3: Methodology and Measurement
Chapter 4: Specification and Interpretation
Chapter 5: Corporate Behaviour: The Supply of Wrapped Impulse Ice-Cream
Chapter 6: Reflections on ‘The Marketing Firm’
Chapter 7: Conclusions
Appendix 1: Pre-structured caseoutline
Appendix 2: The Case Study Protocol
Appendix 3: Coding Scheme
Appendix 4: Data Tables and Commentary
Appendix 5: Reflections on 'The Marketing Firm'
References
Index
Subjects
Business and Management
Marketing
Research Methods in Business and Management
Economics and Finance
Economic Psychology
Industrial Organisation
Institutional Economics
Research Methods
Research Methods in Business and Management
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