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.
Networks of Customer-to-Customer Relationships in Marketing: Conceptual Foundations and Implications
Networks of Customer-to-Customer Relationships in Marketing: Conceptual Foundations and Implications
Customer-to-customer relationships are individual and group in-Cteractions and impressions between customers encountered in the acquisition and consumption of goods and servaces. They range from casual, brief encounters, to pleasant banter, to hostile exchanges. Such relationships are significant because they set tone and expectations and, in many cases, are part and parcel of the customer's total experience with the firm. In the first twg sections of this chapter, we discuss the nature of these customer-to-customer (c-c) relationships and argue for their relevance to marketing and to network analysis. The remaining three sections delve into classificational and causal analysis issues. Given the vast number of marketing-relevant relationships, we ...
