The Marketing Firm

The Marketing Firm

Economic Psychology of Corporate Behaviour

Kevin J. Vella and Gordon 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 collaborative and competitive mutually reinforcing relationships within which the firm acts.

Appendix 1: Pre-structured caseoutline

Kevin J. Vella and Gordon Foxall

Subjects: business and management, marketing, research methods in business and management, economics and finance, economic psychology, industrial organisation, institutional economics, research methods, research methods in business and management

Extract

Appendix 1. Pre-structured case outline The pre-structured outline collects and organises the data around the following concepts drawn directly from the research propositions and research questions: 1. Antecedent stimuli prior to 1999 investigation and regulatory intervention 1.1 Existing relationships and nature of reinforcement 1.2 Antecedents in the managerial behaviour setting 1.3 Regulatory intervention and related undertakings 1.4 Undertakings as direct antecedents to behaviour The 1999 investigation: behaviour in the setting 2.1 Manufacturers managing scope and reinforcement of distributors 2.2 Manufacturers managing scope and reinforcement of retailers 2.3 Distributors managing scope and reinforcement of manufacturers 2.4 Retailers managing scope and reinforcement of manufacturers 2.5 Manufacturers managing scope and reinforcement of rivals 2. 125 M2706 - VELLA PRINT.indd 125 31/08/2011 14:01

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