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.
Drifting Closer and Drifting Away in Networks: Gradual Changes in Interdependences of Networks
Drifting Closer and Drifting Away in Networks: Gradual Changes in Interdependences of Networks
In an industrial network there is a constant process of change. Closeness and distance between firms are continuously shifting. Firms are connected to other firms in different ways. Every firm has its own specific context of firms to which they are related. Processes of change can be either of a slower and gradual character or swifter and more radical. The gradual changes, which seem to be endogenous to the network, are more common and less visible. The fact that they are common and less visible, however, makes it even more important to know about them and how they interact with ...
