Introduction to Case Studies on the Theory of the Marketing Firm

The theory of the marketing firm (TMF) offers a comprehensive framework for understanding the intricate interplay between firm and consumer behaviour. This book explores various case studies that illustrate how empirical research advances our knowledge of TMF through diverse contexts, research methodologies, and practical applications. The book draws extensively on a theoretical book, The Theory of the Marketing Firm: Responding to the Imperatives of Consumer-Orientation (Foxall, 2021), where the case studies illustrate different aspects of the theory. The current book is, therefore, primarily a theoretical one that responds to the theory of the marketing firm applied in different industries, but can also be used for teaching and research purposes. It should also have many cases of interest to managers. It is a research-oriented book with seven case studies on the TMF, conceptual and empirically based chapters, each illustrating different concepts of the marketing firm through detailed analyses of real-world marketing enterprises. Some of the chapters also raise methodological themes for further research. Hence, the book is written for scholars in marketing theory, consumer behaviour analysis, marketing management, consumer psychology, and economics, and lecturers in business schools. The chapters within this volume provide analysis and interpretations of the bilateral contingencies between firm actions and consumer responses. By integrating concepts from marketing and consumer research, behaviour analysis, and behavioural economics, these case studies offer advanced, practical, and academic insights into the functioning of marketing firms.