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The Marketing Firm
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The Marketing Firm

Economic Psychology of Corporate Behaviour

9781848444157 Edward Elgar Publishing
Kevin J. Vella, Cardiff Business School and Gordon Foxall, Distinguished Research Professor, Cardiff Business School, Cardiff University, UK
Publication Date: 2011 ISBN: 978 1 84844 415 7 Extent: 328 pp
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.

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Contents
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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.

The Marketing Firm leverages the power of case study design to operationalise and test the central propositions of this nascent approach to the study of firm behaviour from an economic psychology perspective. The authors develop and detail an entirely appropriate methodology for operationalising and testing a number of propositions through the examination and analysis of comprehensive secondary data published by the UK Competition Commission. The findings clearly support the central propositions on firm action and provide valuable insights for expanding the theory of the marketing firm.

The Marketing Firm will be invaluable for researchers interested in behaviour analysis and the theory of the firm and for post-graduate students in microeconomics, institutional economics, marketing and research methods.
Critical Acclaim
‘The Marketing Firm provides an expert analysis and represents a stepping stone in behaviour analytic approach applied to firm behaviour. In careful but firm steps, the editor and authors manage to leverage the power of case study design in firms’ behaviour and to successfully detail a credible research methodology which expands and deepens the existing state of theory of the marketing firm.’
– Constantin Oprean, Management of Sustainable Development
Contents
Contents: Preface Introduction 1. The Marketing Firm 2. From Consumer Behaviour to Corporate Response 3. Methodology and Measurement 4. Specification and Interpretation 5. Corporate Behaviour: The Supply of Wrapped Impulse Ice-Cream 6. Reflections on ‘The Marketing Firm’ 7. Conclusions Appendix 1. Pre-Structured Case Outline Appendix 2. The Case Study Protocol Appendix 3. Coding Scheme Appendix 4. Data Tables and Commentary Appendix 5. Reflections on ‘The Marketing Firm’ References Index

This title is available for institutional purchase via Elgaronline.

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eISBN: 978 0 85793 650 9
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