Networks in Marketing [Paperback]

An overview of what networks are and how they are used in marketing management practices is provided in this volume. Leading scholars in the field examine various types of relationships including: customer-to-customer networks; relationships as investment opportunities; and strategic alliances. They also investigate market dynamics and structure and consumer networks. In conclusion, several advanced methodological issues and future research directions are examined. In addition to the main research chapters, key figures contribute their own reflections on the topic.An overview of what networks are and how they are used in marketing management practices is provided in this volume. Leading scholars in the field examine various types of relationships including: customer-to-customer networks; relationships as investment opportunities; and strategic alliances. They also investigate market dynamics and structure and consumer networks. In conclusion, several advanced methodological issues and future research directions are examined. In addition to the main research chapters, key figures contribute their own reflections on the topic.Introduction - Dawn Iacobucci
PART ONE: MARKETING IS RELATIONAL
Relationships, Networks, and the Three Cs - Louis W Stern
A Reflection on Two Decades of Business-to-Business Marketing Research - Robert E Spekman
Implications for Understanding Marketing Relationships and Networks
PART TWO: THE NETWORK PARADIGM ALLOWS THE STUDY OF RELATIONAL PHENOMENA
The `New Network Analysis' and Its Application to Organizational Theory and Behavior - Joseph Galaskiewicz
Social Contagion and Social Structure - Ronald S Burt and Gregory A Janicik
Structural Leverage in Marketing - David Krackhardt
PART THREE: THEORETICAL CONCEPTS OF NETWORKS FOR MARKETERS
Networks in Socioeconomic Systems - Luis Araujo and Geoffrey Easton
A Critical Reviewlã%