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The theory of the marketing firm = r...

Foxall, Gordon R.

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The theory of the marketing firm = responding to the imperatives of consumer-orientation /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The theory of the marketing firm/ by Gordon R. Foxall.
其他題名:	responding to the imperatives of consumer-orientation /
作者:	Foxall, Gordon R.
出版者:	Cham :Springer International Publishing : : 2021.,
面頁冊數:	xxiii, 376 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Marketing - Management. -
電子資源:	https://doi.org/10.1007/978-3-030-86106-3
ISBN:	9783030861063

The theory of the marketing firm = responding to the imperatives of consumer-orientation /
Foxall, Gordon R.

The theory of the marketing firmresponding to the imperatives of consumer-orientation /[electronic resource] :by Gordon R. Foxall. - Cham :Springer International Publishing :2021. - xxiii, 376 p. :ill., digital ;24 cm.

The marketing firm is that business organisation which responds to the imperatives of consumer-orientation. Its style of management is marked by its adherence to the criteria of goal separation, participation in marketing transactions, entrepreneurial sovereignty and reciprocal entrepreneurial management, all of which are explored in this pioneering book. It assumes the proposition, uncontroversial enough to marketing academics and students, that contemporary firms can survive and prosper - achieve their financial goal, be it the maximization of profit or sales or growth - only if they respond appropriately to those imperatives: specifically, the forces that promote consumer discretion and consumer sophistication. Surprisingly, however, theories of the firm, based on economics, strategic management or behavioural science, show scant recognition of this observation which is abundantly clear from the most elementary treatment of marketing management. Renowned scholar Gordon R. 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. Hence, while pursuing a competence theory of the marketing firm based on the idealised implications of the imperatives of consumer-orientation, the book rests its conception on a groundwork of empirical evidence on consumer behaviour and corporate action. Gordon R. Foxall is Distinguished Research Professor at Cardiff Business School (UK) and Visiting Research Professor of Economic Psychology at Reykjavik University (Iceland) He holds a PhD in industrial economics and business studies from the University of Birmingham, a PhD in psychology from Strathclyde University and a higher doctorate (DSocSc) also from Birmingham. He is the author of Understanding Consumer Choice (2005) and Perspectives on Consumer Choice (2016), both published by Palgrave Macmillan.

ISBN: 9783030861063

Standard No.: 10.1007/978-3-030-86106-3doiSubjects--Topical Terms:

559161
Marketing
--Management.

LC Class. No.: HF5415.13 / .F68 2021

Dewey Class. No.: 658.802

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