Vella, Kevin.
The marketing firm : economic psychology of corporate behaviour / Kevin Vella, Gordon Robert Foxall. - Northampton, MA : Edward Elgar Pub., 2011. - vi, 320 p. : ill. ; 24 cm.
Includes bibliographical references and index.
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' Bibliography.
This book provides and expert analysis of theory of the marketing firm by drawing upon operant psychology, economic theory and marketing to argue that all firms exist in order to market.
9781848444157 (hardback)
2011925780
Marketing.
Marketing--Case studies.
Marketing--Economic aspects.
Marketing--Psychological aspects.
380 VE MA
The marketing firm : economic psychology of corporate behaviour / Kevin Vella, Gordon Robert Foxall. - Northampton, MA : Edward Elgar Pub., 2011. - vi, 320 p. : ill. ; 24 cm.
Includes bibliographical references and index.
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' Bibliography.
This book provides and expert analysis of theory of the marketing firm by drawing upon operant psychology, economic theory and marketing to argue that all firms exist in order to market.
9781848444157 (hardback)
2011925780
Marketing.
Marketing--Case studies.
Marketing--Economic aspects.
Marketing--Psychological aspects.
380 VE MA