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A Nexus of Bilateral Contingencies

In: The Theory of the Marketing Firm

Author

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  • Gordon R. Foxall

    (Cardiff University)

Abstract

The marketing firm is a structure of bilateral contingencies that link individuals and groups within the firm, the firm and external labour markets, and crucially the firm and consumerates. This network of bilateral contingencies provides a spectrum of relationships between firm and consumerate, some of which are markets, other of which are social interactions that do not involve market or marketing transactions. The structure of the marketing firm is a web of vertically and horizontally integrated bonds that enhance productivity through the interests they combine. The marketing firm is, additionally, a metacontingency, an organisation which has, in the form of the marketing mix, an output over and above the combined outputs of its members. This superordinate consequence of the operations of the marketing firm is acted upon by the reinforcing and punishing consequences it meets in the marketplace. It, therefore, evolves in its own right.

Suggested Citation

  • Gordon R. Foxall, 2021. "A Nexus of Bilateral Contingencies," Springer Books, in: The Theory of the Marketing Firm, chapter 10, pages 229-262, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-86106-3_10
    DOI: 10.1007/978-3-030-86106-3_10
    as

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