Networks in Marketing / Edition 1

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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.
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Editorial Reviews

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 (
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Product Details

  • ISBN-13: 9780761901402
  • Publisher: SAGE Publications
  • Publication date: 8/7/1996
  • Edition number: 1
  • Pages: 443
  • Product dimensions: 1.03 (w) x 6.00 (h) x 9.00 (d)

Meet the Author

Dawn Iacobucci is the E. Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University. Previously she was the Senior Associate Dean for Owen (2008-2010), Professor of Marketing at the Kellogg School of Management, Northwestern University (1987-2004), the Coca-Cola Distinguished Professor of Marketing, Professor of Psychology and Head of the Marketing Department of the University of Arizona (2001-2002), and the John Pomerantz Professor of Marketing at Wharton, of the University of Pennsylvania (2004 to 2007). She received her M.S. in Statistics, and M.A. and Ph.D. in Quantitative Psychology from the University of Illinois at Urbana-Champaign.

Her research on models for social networks and other methodological research questions has been published in the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, Journal of Consumer Psychology, International Journal of Research in Marketing, Marketing Science, Journal of Service Research, Psychometrika, Psychological Bulletin, and Social Networks. Iacobucci teaches Marketing Management, Marketing Strategy, Marketing Research, Marketing Models, Services Marketing, and New Products to MBA and undergraduate students and multivariate statistics and methodological topics in Ph.D. seminars. She is recent editor of both the Journal of Consumer Research and Journal of Consumer Psychology. She edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing, Kellogg on Integrated Marketing, she is author of Marketing Management (Thomson), the first new MBA text in years, Mediation Analysis, and she is co-author on Gilbert Churchill's lead text on Marketing Research (Thomson).

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Table of Contents

Introduction - Dawn Iacobucci
Relationships, Networks, and the Three Cs - Louis W Stern
A Reflection on Two Decades of Business-to-Business Marketing Research - Robert E Spekman
Implications for Understanding Marketing Relationships and Networks
The 'New Network Analysis' and Its Application to Organizational Theory and Behavior - Joseph Galaskiewicz
Social Contagion and Social Structure - Ronald S Burt and Gregory A Janicik
Structural Leverage in Marketing - David Krackhardt
Networks in Socioeconomic Systems - Luis Araujo and Geoffrey Easton
A Critical Review
Strategic Alliances in a Network Perspective - H[circle above the a]akan H[circle above the a]akansson and D Deo Sharma
Managed Networks - Alexandra J Campbell and David T Wilson
Creating Strategic Advantage
Relationship Strategy, Investments, and Decision-Making - David Ford, Raymond McDowell, and Cyril Tomkins
Drifting Closer and Drifting Away in Networks - Susanne Hertz
Gradual Changes in Interdependencies of Networks
Marketing Networks - Philip C Zerrillo Sr and Ravi Raina
A New Entrant's Approach to Network Equity
Networks Analyses and Brand-Switching Behavior - Dawn Iacobucci et al
The Ehrenberg Automobile Data
Brand Switching and Competition - Alberto Marcati
A Behavior-Oriented Approach to Better Identify the Structure of the Market
A Network Perspective on Crossing the Micro-Macro Divide in Consumer Behavior Research - James C Ward and Peter Reingen
Examining the Embedded Markets of Network Marketing Organizations - Kent Grayson
Networks of Customer-to-Customer Relationships in Marketing - Charles L Martin and Terry Clark
Conceptual Foundations and Implications
Network Analyses of Hierarchical Cognitive Connections between Concrete and Abstract Goals - Richard P Bagozzi et al
An Application to Consumer Recycling Attitudes and Behaviors
Multiple Levels of Relational Marketing Phenomena - Dawn Iacobucci and Philip C Zerrillo Sr
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