The Theory of the Marketing Firm: Responding to the Imperatives of Consumer-Orientation

by Gordon R. 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...

• Format: Paperback
• Language: English
• ISBN: 3030861082
• ISBN13: 9783030861087
• Release Date: November 2022
• Publisher: Palgrave MacMillan
• Length: 376 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.8" x 5.8" x 8.3"