The marketing firm : economic psychology of corporate behaviour /
By: Vella, Kevin
Title By: Fixall, Gordon R
Material type:
BookPublisher: Northampton, MA : Edward Elgar Pub., 2011.Description: vi, 320 p. : ill. ; 24 cm.ISBN: 9781848444157 (hardback)Subject(s): Marketing | Marketing -- Case studies | Marketing -- Economic aspects | Marketing -- Psychological aspectsDDC classification: 380 VE MA Online resources: Location Map
Summary:
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.
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 380 VE MA (Browse shelf) | Available | T0041845 |
Total holds: 0
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.