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The Marketing Firm

In: Marketing Psychology

Author

Listed:
  • Gordon Foxall

Abstract

This part of the book undertakes a functional analysis of marketing, conceived as the intersecting activities of customers and marketers; i.e. it explores what marketing does. In the process of doing this, it defines the nature of the marketing firm. The resulting micropositive account of marketing thus casts economic behaviour in the light of a controlling environment rather than as the actions of autonomous agents (Foxall 1996a). There are three reasons for assuming this perspective.

Suggested Citation

  • Gordon Foxall, 1997. "The Marketing Firm," Palgrave Macmillan Books, in: Marketing Psychology, chapter 6, pages 115-135, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-37517-8_6
    DOI: 10.1057/9780230375178_6
    as

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