This book provides an expert analysis of the theory of the
marketing firm by drawing upon operant psychology, economic theory
and marketing to argue that all firms exist in order to market. The
authors explore the nature of bilateral interdependence and suggest
a framework to analyze the collaborative and competitive mutually
reinforcing relationships within which the firm acts. The Marketing
Firm leverages the power of case study design to operationalize and
test the central propositions of this nascent approach to the study
of firm behavior from an economic psychology perspective. The
authors develop and detail an entirely appropriate methodology for
operationalizing and testing a number of propositions through the
examination and analysis of comprehensive secondary data published
by the UK Competition Commission. The findings clearly support the
central propositions on firm action and provide valuable insights
for expanding the theory of the marketing firm. The Marketing Firm
will be invaluable for researchers interested in behavior analysis
and the theory of the firm and for post-graduate students in
microeconomics, institutional economics, marketing and research
methods.
General
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