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Compared with What?

In: The Theory of the Marketing Firm

Author

Listed:
  • Gordon R. Foxall

    (Cardiff University)

Abstract

The marketing firm differs from consumer organisations such as non-profits, co-operatives, partnerships and state-owned enterprises in terms of goal separation, metacontingency and the entrepreneurial pursuit of marketing completion. Consumer organisations do not pursue a goal that is separate from those of their stakeholders, nor produce an output that is over and above that of the combined behavioural inputs of their members, not yet seek to expand the scope of their operations by moving into new markets or even divesting themselves of existing missions. In all of these matters, they are vastly different from the marketing firm.

Suggested Citation

  • Gordon R. Foxall, 2021. "Compared with What?," Springer Books, in: The Theory of the Marketing Firm, chapter 11, pages 265-291, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-86106-3_11
    DOI: 10.1007/978-3-030-86106-3_11
    as

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