Marketing Firm, Volume II

According to the theory of the marketing firm, the fundamental reason for the existence of modern business enterprises is their ability to respond profitably to the demands of a marketing-oriented approach. In contrast, traditional economic theories of the firmoften overlook key factors such as increased consumer choice and sophistication, which necessitate a marketing-driven perspective as the primary force behind a firm's operations. As a follow-up to Foxall'sThe Theory of the Marketing Firm(Palgrave Macmillan, 2021), which introduced a novel understanding of the marketing firm as a mechanism for encapsulating entrepreneurship, this second volume extends the theory further. It demonstrates its practical relevancethrough case studies, illustrating the theory's real-world applicability. Taken together, the two volumes provide a comprehensive perspectiveon the marketing firm, serving as a valuable resource for research and teaching, as well as a source of inspiration for various industries. They highlight the theory's utility across different sectors, each facing distinct managerial challenges.