The Marketing Firm: Economic Psychology of Corporate Behaviour

By Kevin J. Vella

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 analyse the collaborative and competitive mutually reinforcing relationships within which the firm acts.

• Format: Hardcover
• Language: English
• ISBN: 184844415X
• ISBN13: 9781848444157
• Release Date: November 2011
• Publisher: Edward Elgar Publishing
• Length: 328 Pages
• Weight: 1.40 lbs.
• Dimensions: 9.0" x 0.8" x 6.3"