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.
A Reflection on Two Decades of Business-to-Business Marketing Research: Implications for Understanding Marketing Relationships and Networks
A Reflection on Two Decades of Business-to-Business Marketing Research: Implications for Understanding Marketing Relationships and Networks
I have been asked to reflect on my research over the past 20 years and relate it to the primary themes of this volume—marketing relationships and networks. This is an opportunity for me to build bridges between the themes of my academic work and the major themes captured in the various chapters written here by my colleagues. As I look back, I have always viewed marketing relationships as important, but they often appeared as the subtext in my empirical analysis. That is, I only rarely dealt with marketing relationships explicitly. In fact, in my ...
