Theory of the Marketing Firm

Gordon R. Foxall is Distinguished Research Professor at Cardiff Business School (UK) and Visiting Research Professor of Economic Psychology at Reykjavik University (Iceland). He holds a PhD in industrial economics and business studies from the University of Birmingham, a PhD in psychology from Strathclyde University and a higher doctorate (DSocSc) also from Birmingham. He is the author of some 300 refereed papers and chapters and 35 books. Gordon has held visiting positions at the Universities of Oxford, Michigan, Guelph, South Australia, and Durham. He is a Fellow of the Academy of Social Sciences (FAcSS), a Fellow of the British Psychological Society (FBPsS), and a Fellow of the British Academy of Management (FBAM). His principal research interests include consumer behaviour analysis and the theory of the marketing firm, the philosophical implications of consumer neuroscience, and the nature of explanation in economic psychology. He is the author of Understanding Consumer Choice (2005) and Perspectives on Consumer Choice (2016), both published by Palgrave Macmillan.

• 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 6: The experience of consumer choice.- Chapter 7: Social behaviour and symbolic reinforcement.- Part IV: Organisation.- Chapter 8: Linking firm and consumerate.- Chapter 9: The evolution of consumption.- Chapter 10: A nexus of bilateral contingencies.- Part V: Distinguishing the marketing firm.- Chapter 11: Compared with what?.- Chapter 12: The long reach of the market.