Networks in marketing /
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...
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Thousand Oaks, Calif. :
Sage Publications,
©1996.
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| Subjects: | |
| Online Access: |
Full text (Emmanuel users only) |
Table of Contents:
- Relationships, networks, and the three Cs / Louis W. Stern
- A reflection on two decades of business-to-business marketing research : implications for understanding marketing relationships and networks / Robert E. Spekman
- 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 : a critical review / Luis Araujo and Geoffrey Easton
- Strategic alliances in a network perspective / Håkan Håkansson and D. Deo Sharma
- Managed networks : creating strategic advantage / Alexandra J. Campbell and David T. Wilson
- Relationship strategy, investments, and decision making / David Ford, Raymond McDowell, and Cyril Tomkins.
- Drifting closer and drifting away in networks : gradual changes in interdependencies of networks / Susanne Hertz
- Marketing networks : a new entrant's approach to network equity / Philip C. Zerrillo, Sr. and Ravi Raina
- Networks analyses and brand-switching behavior : the Ehrenberg automobile data / Dawn Iacobucci [and others]
- Brand switching and competition : a behavior-oriented approach to better identify the structure of the market / Alberto Marcati
- 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 : conceptual foundations and implications / Charles L. Martin and Terry Clark
- Network analyses of hierarchical cognitive connections between concrete and abstract goals : an application to consumer recycling attitudes and behaviors / Richard P. Bagozzi [and others]
- Multiple levels of relational marketing phenomena / Dawn Iacobucci and Philip C. Zerrillo, Sr.