The Theory of the Marketing Firm Responding to the Imperatives of Consumer orientation 1st edition by Gordon Foxall 9783030861063 3030861066

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ISBN 10: 3030861066

ISBN 13: 9783030861063

Author: Gordon Foxall

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.

The Theory of the Marketing Firm Responding to the Imperatives of Consumer orientation 1st Table of contents: 

Part I. Introduction

1. Orientation

Part II. Conceptualising the Marketing Firm

2. Fundamental Considerations

3. Key Insights

4. Managing Strategic Scope

Part III. Consumer Choice

5. A Précis of Consumer Behaviour Analysis

6. The Experience of Consumer Choice

7. Social Behaviour and Symbolic Reinforcement

Part IV. Organisation

8. Linking Firm and Consumerate

9. The Evolution of Consumption

10. A Nexus of Bilateral Contingencies

Part V. Distinguishing the Marketing Firm

11. Compared with What?

12. The Long Reach of the Market

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