The Marketing Firm

Abstract

This part of the book undertakes a functional analysis of marketing, conceived as the intersecting activities of customers and marketers; i.e. it explores what marketing does. In the process of doing this, it defines the nature of the marketing firm. The resulting micropositive account of marketing thus casts economic behaviour in the light of a controlling environment rather than as the actions of autonomous agents (Foxall 1996a). There are three reasons for assuming this perspective.KeywordsConsumer BehaviourDiscriminative StimulusEconomic BehaviourConsumer ChoiceMarketing RelationshipThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.