The marketing firm: economic psychology of corporate behaviour
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
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Cheltenham, U.K
Edward Elgar
2011
|
| Schriftenreihe: | Edward Elgar E-Book Archive
|
| Schlagworte: | |
| Online-Zugang: | DE-12 DE-634 DE-1043 DE-1046 DE-573 DE-M347 DE-898 DE-859 DE-860 DE-861 DE-863 DE-862 DE-Re13 DE-91 DE-473 DE-19 DE-355 DE-703 DE-20 DE-706 DE-824 DE-29 DE-739 URL des Erstveröffentlichers |
| Zusammenfassung: | 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 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 |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | 1 Online-Ressource (vi, 320 Seiten) ill |
| ISBN: | 9780857936509 |
| DOI: | 10.4337/9780857936509 |
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| title_full_unstemmed | The marketing firm economic psychology of corporate behaviour Kevin J. Vella and Gordon R. Foxall |
| title_short | The marketing firm |
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