Networks In Marketing / Edition 1

Paperback (Print)
Buy New
Buy New from BN.com
$72.91
Used and New from Other Sellers
Used and New from Other Sellers
from $22.00
Usually ships in 1-2 business days
(Save 72%)
Other sellers (Paperback)
  • All (11) from $22.00   
  • New (5) from $70.24   
  • Used (6) from $22.00   

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.

Read More Show Less

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)
Read More Show Less

Product Details

  • ISBN-13: 9780761901402
  • Publisher: SAGE Publications
  • Publication date: 12/1/1996
  • Edition number: 1
  • Pages: 464
  • 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).

Read More Show Less

Table of Contents

Introduction - Dawn Iacobucci
PART ONE: MARKETING IS RELATIONAL
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
PART TWO: THE NETWORK PARADIGM ALLOWS THE STUDY OF RELATIONAL PHENOMENA
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
PART THREE: THEORETICAL CONCEPTS OF NETWORKS FOR MARKETERS
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 Mc Dowell, and Cyril Tomkins
PART FOUR: DYNAMIC NETWORKS AND MARKET STRUCTURE
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
PART FIVE: CONSUMER NETWORKS
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
PART SIX: FINAL ISSUES
Multiple Levels of Relational Marketing Phenomena - Dawn Iacobucci and Philip C Zerrillo Sr

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)