Theory of the Marketing Firm

The marketing firm is that business organisation which responds to the imperatives of consumer-orientation. Foxall argues that this proposition should form the starting point of a theory of the firm and explores its implications for marketing theory in the light of the findings of consumer behaviour analysis and research on the marketing firm.

Firma de marketing este acea organizatie de afaceri care raspunde imperativelor de orientare catre consumator. Foxall sustine ca aceasta propozitie ar trebui sa formeze punctul de plecare al unei teorii a firmei si exploreaza implicatiile acesteia pentru teoria marketingului in lumina rezultatelor analizei comportamentului consumatorului si cercetarii asupra firmei de marketing.