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Perspectives on consumer choice : from behavior to action, from action to agency

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The marketing firm : economic psychology of corporate behaviour

Vella, Kevin J.; Foxall, Gordon R. - 2011

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 … the firm acts. -- The Marketing Firm leverages the power of case study design to operationalise and test the central …