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Linking Firm and Consumerate

In: The Theory of the Marketing Firm

Author

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  • Gordon R. Foxall

    (Cardiff University)

Abstract

A market is a forum of exchange, the trading of subjective values (V2s) through the establishment of a mutually acceptable objective transaction value (V1). Socio-economic interactions of the kind that pervade MMM and consumer choice are bilateral contingencies. They include market transactions, marketing transactions and mutuality relationships, all of which are essential to understanding the marketing firm and the nature of the market itself.

Suggested Citation

  • Gordon R. Foxall, 2021. "Linking Firm and Consumerate," Springer Books, in: The Theory of the Marketing Firm, chapter 8, pages 183-200, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-86106-3_8
    DOI: 10.1007/978-3-030-86106-3_8
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