Can I read The Marketing Firm on EtoBox?

The Marketing Firm by Gordon R Foxall is a Social Sciences article available to read on EtoBox.

What is The Marketing Firm about?

Firms exist in order to market. Understanding their nature thus requires an account of consumer behaviour as well as one of managerial response. Consumer and marketer behaviours are mutually reinforced and necessarily entail literal exchange. The marketing ®rm exists in order to reduce the transaction costs involved in ®nding and retaining customers. The analysis transcends the Coasian approach by portraying the complexity of the marketing ®rm and the marketing relationships which it facilitates. Research into relationship marketing elucidates the nature of the ®rm as a marketing entity, an organisation established to economise the transaction costs of creating and maintaining long-term marketing and quasimarketing relationships.

Who reads The Marketing Firm?

Author

Gordon R Foxall

Publisher

Elsevier Science; Elsevier ; North-Holland Publ Co; Elsevier BV (ISSN 0167-4870)

Published

1999

Language

EN

Field

Social Sciences