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...

The current study seeks to expand understanding of how brand loyalty develops by arranging environmental contingencies in online stores. A simulated online shopping experiment was prepared where participants purchase products (116 in all) from two different online stores. A concurrent...