The marketing firm : economic psychology of corporate behaviour / Kevin J. Vella and Gordon R. Foxall.
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 collaborati...
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| Language: | English |
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Cheltenham, U.K. :
Edward Elgar,
2011.
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| Physical Description: | vi, 320 pages : illustrations ; cm. |
| Format: | Electronic eBook |
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