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.
Brand Switching and Competition: A Behavior-Oriented Approach to Better Identify the Structure of the Market
Brand Switching and Competition: A Behavior-Oriented Approach to Better Identify the Structure of the Market
This chapter is about competitive relationships among brands, and it deals with the structure and extent of competition within a market. It purports to apply a network approach to the analysis of market structures to investigate similarities and dissimilarities among firms or brands and to identify product and market segments, by drawing on customer-derived information. It is in fact our contention that network analysis is especially suited for identifying competitive relations among firms and for increasing our understanding of competition, through the concepts of cohesion and structural equivalence.
We need not stress here the importance of market ...
