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...

Part I: Introduction -- Chapter 1: Orientation -- Part II: Conceptualising the marketing firm -- Chapter 2: Fundamental considerations -- Chapter 3: Key insights -- Chapter 4: Managing strategic scope -- Part III: Consumer choice -- Chapter 5: A précis of consumer behaviour analysis -- Chapter...