The Theory of the Marketing Firm: Responding to the Imperatives of Consumer-orientation

Preface
Acknowledgements
Contents
Abbreviations
List of Figures
List of Tables
List of Boxes
Part I: Introduction
	1: Orientation
Part II: Conceptualising the Marketing Firm
	2: Fundamental Considerations
		Imperatives of Consumer-Orientation
		Marketing, Function and Orientation
		Marketing Transactions
			Literal Exchange
			Competitive Pecuniary Markets
			Deployment of the Whole, Unified Marketing Mix
		A Behaviourally Informed Competence Theory
		Foci of the Theory of the Marketing Firm
		Conclusions
	3: Key Insights
		Introduction
		Marketing Costs
		Transaction Costs
		Agency Costs and the Firm as a Nexus of Contracts
		Intermediation and the Separation Criterion
		Entrepreneurship
			Austrian Perspectives
			Entrepreneurial Encapsulation
		The Quest for the Completion of Production
		Production: Essential But Insufficient
		On the Financial Goal of the Marketing Firm
			Preliminary Considerations
			Profit-Maximisation
			Sales-Revenue Maximisation
			Profit-Constrained Sales-Revenue Maximisation
		Conclusions
	4: Managing Strategic Scope
		Introduction
		The Management of the Strategic Process
			The Three Components of Managing Marketing Scope
				The Creation of Marketing Intelligence (CMI)
				The Formulation of Marketing Strategy (FMS)
				Marketing Mix Management (MMM)
		Information Requirements Over the Strategic Process
			Marketing Incompleteness
			Strategic Innovation
		What the Marketing Firm Does
			The Impetus Towards Marketing Completeness
			The Management of Marketing Specialisation
			The Ethos of the Marketing Firm
			Entrepreneurial Encapsulation Revisited
		Conclusions
Part III: Consumer Choice
	5: A Précis of Consumer Behaviour Analysis
		Introduction
		Consumer Behaviour Analysis
		The Consumer-Situationnnn
			The Extensional Consumer-Situation
			The Intentional Consumer-Situation
		Patterns of Consumer-Situation as Micro-consumerates
			Operant Classes of Consumer Behaviour
			Patterns of Emotional Response
		Bilateral Contingency: The Basis of Social Interaction
		Conclusions
	6: The Experience of Consumer Choice
		Introduction
		The Personal Meaning of Consumer Choice
			Consumer Choice as Temporal Preference
			Consumer A-rationality
		Contingency-Representation
		The Determination of Value
		Some Marketing Implications of Subjective Experience
		Conclusions
	7: Social Behaviour and Symbolic Reinforcement
		Introduction
		Collective Intentionality: Constructing Social Reality
			Social Acts and Shared Intentionality
			A Continuum of Shared Intentionality
		Symbolic Reinforcement
			The Meaning of Symbolic Reinforcement
			Reinforcement: Utilitarian, Informational and Symbolic
		Conclusions
Part IV: Organisation
	8: Linking Firm and Consumerate
		Introduction
		Bilateral Contingency, Transactions and the Market
			Corporate Situation and Bilateral Contingency
			Kinds of Interaction
			The Concept of the Market
			Transactional Value
		Metacontingency
			Contextual Systems
			The Significance of Metacontingency
		Conclusions
	9: The Evolution of Consumption
		Introduction
		Systems of Coordination
			SoC1: Individual Procurement
			SoC2: Joint Procurement
			SoC3: Sedentary Production
			SoC4: Exchange
			SoC5: Collective Procurement
			SoC6: Selling and Marketing: Towards the Marketing Firm
			The Role of Metacontingency
		Conclusions
	10: A Nexus of Bilateral Contingencies
		Introduction
		Multi-lateral Contingency
			Patterns of Contingency in Economic Organisation
			Empirical Questions
			Operant Systems and Collective Intentionality
		Bilateral Contingencies and the Marketing Firm
			The Corporate Nexus
			Intra-firm Bilateral Contingency
			Extra-firm Bilateral Contingency
			Bilateral Contingency in Marketing Integration
		Symmetry and Stability of Bilateral Contingencies
		Conclusions
Part V: Distinguishing the Marketing Firm
	11: Compared with What?
		Introduction
		The Essence of the Marketing Firm
		The Non-profit
			Bilateral Contingency
			Consumer-Orientated Management
			Goal Separation
			Market-Based Pricing and Competition
			Entrepreneurial (Strategic) Process
			Metacontingency
		The Co-operative
			The Purchasing Co-operative
			The Marketing Co-operative
		The Partnership
		The State-Owned Enterprise
		Conclusions
	12: The Long Reach of the Market
		The Charge of Managerialism
			Managerial Autocracy
			Supersession of the Market
		Agency Theory Revisited
			The Integrity of Ownership and Control
			The Marketing Firm as a Human(e) Organisation
			The Epicentre of Entrepreneurship
			The Personal Dimension of Contractual Relationships
		The Cardinal Relationship of the Marketing Firm
		Levels of Selection
		Conclusions
Appendix
	Research on the Theory of the Marketing Firm
		General and Conceptual Perspectives
		Case-Study Methodology
		Co-creation
		Defining the Business
		Environmental Concern
		Individuals as Marketing Firms
		Marketing and Finance
		Marketing Firm in Comparison with Charitable Organisations
		Reinforcers and New Product Development
		Retailer and Consumer Contingencies
		Social Media Strategy for Airlines
Glossary
Bibliography
Index