Networks in Marketing

Networks in Marketing

by Dawn Iacobucci
     
 

An overview of what networks are and how they are used in marketing management practices is provided in this volume. Leading scholars in the field examine various types of relationships including: customer-to-customer networks; relationships as investment opportunities; and strategic alliances. They also investigate market dynamics and structure and consumer

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Overview

An overview of what networks are and how they are used in marketing management practices is provided in this volume. Leading scholars in the field examine various types of relationships including: customer-to-customer networks; relationships as investment opportunities; and strategic alliances. They also investigate market dynamics and structure and consumer networks. In conclusion, several advanced methodological issues and future research directions are examined. In addition to the main research chapters, key figures contribute their own reflections on the topic.

Editorial Reviews

Booknews
Eighteen contributions provide an overview of what networks are and how they are used in marketing management practices. Topics include customer-to-customer and business-to-business networks, relationships as investment opportunities, strategic alliances, and market dynamics--specifically brand switching and the structure of consumer networks. In several "mini" chapters, marketing scholars reflect on their own research and expertise. A final chapter explores advanced methodological issues and directions for future research. No index. Paper edition (unseen), $27.95. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9780761901396
Publisher:
SAGE Publications
Publication date:
08/15/1996
Pages:
443
Product dimensions:
6.30(w) x 9.45(h) x (d)

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