The Marketing Firm, Volume II: Market Behaviour Analysis

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 labe...