Marketing Theory of the Firm

Abstract

Marketing management is provided with a fundamental logic to guide strategic and operational planning. One descriptive element is a model of the customer. Other descriptive elements feed upon this customer model for informational input in a dynamic process over the life cycle. The five key functions of each company adapt to these changes and to each other in a series of management process innovations. The financial criteria of maximizing shareholder wealth and maximizing viewed as an ideal are the prescriptive elements.