Summary
Contents
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.
Relationships, Networks, and the Three Cs
Relationships, Networks, and the Three Cs
There can be little doubt that the concept of “networks” is central to marketing, and yet it is surprising to find such a paucity of empirical research addressing it. There are, of course, a number of published works that outline the dimensions of networks and the potential impact of different kinds of relationships among parties in networks. But there are relatively few scholars in marketing who have been willing to brave the profound theoretical and measurement issues associated with testing hypotheses using network frameworks. Perhaps this hesitancy stems from the fact that, historically, a great deal of the empirical network research that has been conducted came from the field of sociology. The likely genesis ...
