Network Dynamics in International Marketing / Edition 1

Network Dynamics in International Marketing / Edition 1

by P. Naude, P. W. Turnbull, Peter Naude
     
 

ISBN-10: 0080433588

ISBN-13: 9780080433585

Pub. Date: 12/15/1998

Publisher: Emerald Group Publishing

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…  See more details below

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.

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Product Details

ISBN-13:
9780080433585
Publisher:
Emerald Group Publishing
Publication date:
12/15/1998
Series:
International Business and Management Series
Pages:
344
Product dimensions:
6.14(w) x 9.21(h) x 0.81(d)

Table of Contents

Series Editor's Preface
Editors' Preface
List of Tables and Figures
The Contributors
1Two Decades of Interaction, Relationships and Networks3
2The Burden of Relationships or Who's Next16
3Adaptations in Buyer-seller Relationships26
4A Review of the Nature and Development of Inter-organisational Relationships: A Network Perspective42
5Case Research as a Methodology for Industrial Networks: A Realist Apologia73
6Business Network Research: A Grounded Theory Approach88
7Time and Temporality in Research Design: A Review of Buyer-seller Relationship Models112
8Winning Bids for Technology-based Capital Equipment: The Significant but Variable Effect of Buyer-seller Relationships140
9Relationships in Banking164
10From Districts to Milieux: In Search of Network Boundaries195
11Manufacturer-retailer Relationships in Germany: The Institutionalisation of Category Management211
12The Impact of Groupware on Relationship Management233
13Exploring Relationship Strategy251
14Relationship Marketing Management: The Internal and External Market Dimensions of Marketing Planning272
15Strategic Marketing: Tracing the Evolution in the Network Context of Competition289
Author Index313
Subject Index318

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