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- W2082164716 abstract "The purpose of my article 'The Marketing Firm' was to make several innovative points which are central to understanding the nature of marketing and, therefore, the nature of firms. I concentrate here on elucidating those points and, in the process, respond to the comments of the commentators. My arguments in the earlier article were that (1) marketing is an essential characteristic of all firms, (2) from their behaviour, we may reasonably conclude that marketing managers conceive consumer behaviour and marketing behaviouristically and respond accordingly and (3) the analysis of the real and significant managerial behaviours labelled 'social', 'internal' and 'relationship' marketing depends on the way in which marketing itself is defined and understood. In elaborating upon these arguments, I address the questions of tautology, transaction costs and marketing imagination raised by the commentators. As with any living work of art, my responses to their comments on 'The Marketing Firm', necessarily rely in part on work in progress." @default.
- W2082164716 created "2016-06-24" @default.
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- W2082164716 date "1998-01-01" @default.
- W2082164716 modified "2023-09-25" @default.
- W2082164716 title "'The Marketing Firm': rejoinder" @default.
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- W2082164716 doi "https://doi.org/10.1080/096525498346586" @default.
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