Theory of the marketing firm, the: responding to the imperatives of consumer-orientation
Auteur :
Foxall, Gordon R.
Éditeur :
Springer Nature Switzerland AG
ISBN :
9783030861087
Date de publication :
13 nov. 2022
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
The marketing firm is that business organisation which responds to the imperatives of consumer-orientation. Foxall argues that this proposition should form the starting point of a theory of the firm and explores its implications for marketing theory in the light of the findings of consumer behaviour analysis and research on the marketing firm.