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.
Structural Leverage in Marketing
Structural Leverage in Marketing
The concept of networks is no stranger to the field of marketing. There is much emphasis on the quality of supplier and customer relationships as a means for improving marketing and sales positions vis à vis the competition. But the premise of much of this thinking is that one only has to pay attention to one's own relationships (to customers, suppliers, sources of capital, and so on). What the field of social networks can bring to this idea is the importance of looking at the entire constellation of relations in a system (see Galaskiewicz, Chapter 3, this volume). Thus, it is not sufficient to say that you have established quality relations with each one of your suppliers and ...
