Networks in Marketing
eBook - PDF

Networks in Marketing

  1. 443 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Networks in Marketing

About this book

Written by a group of top American and international scholars, Networks in Marketing provides an overview of what networks are and how they are used in marketing management practices. This timely volume examines a variety of topics, including customer-to-customer and business-to-business networks, relationships as investment opportunities, and strategic alliances. It also looks at market dynamics, specifically brand switching and the structure of consumer networks. In addition to these major topics, a stellar cast of marketing scholars--Lou Stern, Robert Spekman, Joseph Galaskiewicz, and others--contributes mini chapters that reflect on their own research and expertise. The final chapter explores several advanced methodological issues and discusses directions for future research. Researchers and professionals in marketing, consumer behavior, relationship marketing, and methodologists will find the information provided in this volume valuable. This book may also be of interest to organizational networkers and traditional social network scholars.

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Yes, you can access Networks in Marketing by Dawn Iacobucci in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
SAGE Publications, Inc
Year
1996
Print ISBN
9780761901402
eBook ISBN
9781452248738
Edition
1
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. Cover
  2. Contents
  3. Acknowledgments
  4. Introduction
  5. Part I - Marketing is Relational
  6. Chapter 1 - Relationships, Networks, and the Three Cs
  7. Chapter 2 - A Reflection on Two Decades of Business-to-Business Marketing Research: Implications for Understanding Marketing Relationships and Networks
  8. Part II - The Network Paradigm Allows the Study of Relational Phenomena
  9. Chapter 3 - The "New Network Analysis" and Its Application to Organizational Theory and Behavior
  10. Chapter 4 - Social Contagion and Social Structure
  11. Chapter 5 - Structural Leverage in Marketing
  12. Part III - Theoretical Concepts of Networks for Marketers
  13. Chapter 6 - Networks in Socioeconomic Systems: A Critical Review
  14. Chapter 7 - Strategic Alliances in a Network Perspective
  15. Chapter 8 - Managed Networks: Creating Strategic Advantage
  16. Chapter 9 - Relationship Strategy, Investments, and Decision Making
  17. Part IV - Dynamic Networks and Market Structure
  18. Chapter 10 - Drifting Closer and Drifting Away in Networks: Gradual Changes in Interdependencies of Networks
  19. Chapter 11 - Marketing Networks: A New Entrant's Approach to Network Equity
  20. Chapter 12 - Networks Analyses and Brand-Switching Behavior: The Ehrenberg Automobile Data
  21. Chapter 13 - Brand Switching and Competition: A Behavior-Oriented Approach to Better Identify the Structure of the Market
  22. Part V - Consumer Networks
  23. Chapter 14 - A Network Perspective on Crossing the Micro-Macro Divide in Consumer Behavior Research
  24. Chapter 15 - Examining the Embedded Markets of Network Marketing Organizations
  25. Chapter 16 - Networks of Customer-to-Customer Relationships in Marketing: Conceptual Foundations and Implications
  26. Chapter 17 - Network Analyses of Hierarchical Cognitive Connections between Concrete and Abstract Goals: An Application to Consumer Recycling Attitudes and Behaviors
  27. Part VI - Final Issues
  28. Chapter 18 - Multiple Levels of Relational Marketing Phenomena
  29. References
  30. About the Contributors