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 in Socioeconomic Systems: A Critical Review
Networks in Socioeconomic Systems: A Critical Review
The term network is becoming fashionable in marketing. The reasons for its increasing popularity may be sought throughout this book. In this particular chapter, we wish to place the notion of network, as it is and as it might be used in business-to-business marketing, into a rich, intellectual context so that it might profit thereby. Doing so, however, is not without its problems; marketing has long been accused of being a borrowing social science, and although the evidence for this accusation is not wholly convincing, it is clear that where it has occurred, it tends to happen in a piecemeal fashion. Concepts, models, and principles are plucked out of their original theoretical ...
