The theory of the marketing firm : responding to the imperatives of consumer-orientation / Gordon R. Foxall.
Foxall, G. R., author.
2021
HF5415.13 .F68 2021
Available Online

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Title The theory of the marketing firm : responding to the imperatives of consumer-orientation / Gordon R. Foxall.
Author Foxall, G. R., author.
ISBN 9783030861063 (electronic bk.)
3030861066 (electronic bk.)
9783030861056
3030861058
DOI https://doi.org/10.1007/978-3-030-86106-3
Published Cham : Palgrave Macmillan, [2021]
Copyright ©2021
Language English
Description 1 online resource : illustrations
Item Number 10.1007/978-3-030-86106-3 doi
Call Number HF5415.13 .F68 2021
Dewey Decimal Classification 658.8/02
Summary 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. Gordon R. Foxall is Distinguished Research Professor at Cardiff Business School (UK) and Visiting Research Professor of Economic Psychology at Reykjavik University (Iceland). He holds a PhD in industrial economics and business studies from the University of Birmingham, a PhD in psychology from Strathclyde University and a higher doctorate (DSocSc) also from Birmingham. He is the author of Understanding Consumer Choice (2005) and Perspectives on Consumer Choice (2016), both published by Palgrave Macmillan.
Bibliography, etc. Note Includes bibliographical references and index.
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Source of Description Description based on print version record.
Available in Other Form Theory of the marketing firm.
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Part I: Introduction
Chapter 1: Orientation
Part II: Conceptualising the marketing firm
Chapter 2: Fundamental considerations
Chapter 3: Key insights
Chapter 4: Managing strategic scope
Part III: Consumer choice
Chapter 5: A precis of consumer behaviour analysis
Chapter 6: The experience of consumer choice
Chapter 7: Social behaviour and symbolic reinforcement
Part IV: Organisation
Chapter 8: Linking firm and consumerate
Chapter 9: The evolution of consumption
Chapter 10: A nexus of bilateral contingencies
Part V: Distinguishing the marketing firm
Chapter 11: Compared with what?
Chapter 12: The long reach of the market.

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