The Marketing Firm, Volume II: Market Behaviour Analysis - Image 1

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MACMILLAN The Marketing Firm, Volume II: Market Behaviour Analysis

Name: The Marketing Firm, Volume II: Market Behaviour Analysis
Brand: MACMILLAN
Price: 125.22 GBP
Availability: InStock

Economics

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This book advances the Theory of the Marketing Firm (TMF), offering a rich collection of case studies that demonstrate how marketing-oriented enterprises operate across diverse sectors. Through empirical applications and conceptual analysis, it explores how firms build consumer relationships by adapting to behavioural patterns, technological change, and evolving market dynamics. The volume includes seven chapters covering topics such as co-innovation in banking, technology-enabled food labelling, customer journey strategies in retail, and regulation in telecoms. Drawing on behavioural economics, consumer psychology, and marketing science, each chapter analyses firm–consumer contingencies to deepen understanding of TMF in practice. Theoretical contributions include insights into bilateral contingencies, value co-creation, and collective intentionality. Written for researchers, educators, and practitioners in marketing, business, and behavioural economics, this book provides accessible, interdisciplinary insight into how firms navigate competitive environments by aligning their strategies with consumer behaviour. It serves as a valuable resource for teaching and research purposes.

Product Specifications

Brand: MACMILLAN
Format: hardcover
ASIN: 3031915909
Category: Books > Subjects > Business, Finance & Law > Economics
Domain: Amazon UK
Release Date: 14 October 2025
Listed Since: 22 March 2025

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MACMILLAN The Marketing Firm, Volume II: Market Behaviour Analysis

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