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The Marketing Firm

Author

Listed:
  • Kevin J. Vella
  • Gordon Foxall

Abstract

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.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Kevin J. Vella & Gordon Foxall, 2011. "The Marketing Firm," Books, Edward Elgar Publishing, number 13481.
    • Handle: RePEc:elg:eebook:13481
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    File URL: https://www.elgaronline.com/view/9781848444157.xml
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    Book Chapters

    The following chapters of this book are listed in IDEAS

    More about this item

    Keywords

    Business and Management; Economics and Finance; Research Methods;
    All these keywords.

    JEL classification:

    • Z0 - Other Special Topics - - General

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