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.
Marketing Networks: A New Entrant's Approach to Network Equity
Marketing Networks: A New Entrant's Approach to Network Equity
The research and development team breathes a sigh of relief. They've done it, they have created a new product that offers greater performance with the added benefit of a lower cost. Sales has assured them that this new product is a “can't miss” winner. After all, how can it fail? Just look at the value proposition that such a product has to offer compared with its current rivals. But fail it may.
Too often, products that seem to offer exceptional value are unable to get a foothold in the marketplace. In spite of having a better mousetrap, managers at these firms often find themselves scratching their heads in ...
