Network Dynamics in International Marketing

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Overview

This book aims to fulfil two objectives: to contribute to the state of knowledge in the broad area of relationship marketing and to provide readers with an insight into the antecedents and roots of the current 'fashionable' interest in relationship marketing. The contributions represent some of the most current and interesting thinking and empirical research in the field, and have been chosen to reflect the way in which the theme of relationship marketing has matured and developed. They cover the three areas of interactions, networks, and relationships, but this book goes further by the way in which these topics are covered. The chapters include theoretical developments in the area, practical case studies, and also new methodologies that can be applied to the study of relationship marketing. Network Dynamics in International Marketing will be welcomed by all serious scholars working in the broad area of relationship marketing, indicating the latest in theoretical and methodological developments.

This book aims to fulfil two objectives: to contribute to the state of knowledge in the broad area of relationship marketing and to provide readers with an insight into the antecedents and roots of the current "fashionable" interest in relationship marketing.

The first part of this book presents ideas on our current understanding of networks, relationships, and interaction. The second part contains contributions which will be of interest to all those undertaking research in the area of business-to-business marketing. Part three, containing contributions with a strategic orientation, aims to give readers an indication of how broad the scope of the subject matter really is.

The contributions represent some of the most current and interesting thinking and empirical research in the field, and have been chosen to reflect the way in which the theme of relationship marketing has matured and developed. They cover the three areas of interactions, networks, and relationships, but this book goes further by the way in which these topics are covered. The chapters include theoretical developments in the area, practical case studies, and also new methodologies that can be applied to the study of relationship marketing

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Product Details

Table of Contents

Series Editor's Preface
Editors' Preface
List of Tables and Figures
The Contributors
1 Two Decades of Interaction, Relationships and Networks 3
2 The Burden of Relationships or Who's Next 16
3 Adaptations in Buyer-seller Relationships 26
4 A Review of the Nature and Development of Inter-organisational Relationships: A Network Perspective 42
5 Case Research as a Methodology for Industrial Networks: A Realist Apologia 73
6 Business Network Research: A Grounded Theory Approach 88
7 Time and Temporality in Research Design: A Review of Buyer-seller Relationship Models 112
8 Winning Bids for Technology-based Capital Equipment: The Significant but Variable Effect of Buyer-seller Relationships 140
9 Relationships in Banking 164
10 From Districts to Milieux: In Search of Network Boundaries 195
11 Manufacturer-retailer Relationships in Germany: The Institutionalisation of Category Management 211
12 The Impact of Groupware on Relationship Management 233
13 Exploring Relationship Strategy 251
14 Relationship Marketing Management: The Internal and External Market Dimensions of Marketing Planning 272
15 Strategic Marketing: Tracing the Evolution in the Network Context of Competition 289
Author Index 313
Subject Index 318
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