Networks in Marketing

Networks in Marketing

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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.International Customer Service Association (ICSA). (1995). Building effective ... Winning and keeping industrial customers: The dynamics of customer relationships. Lexington, MA: Lexington Books. Jain ... Johanson, J., aamp; Mattsson, L-G. (1987). Interorganizational relations in industrial systems: A network approach compared with a transactions cost approach. International Studies of Management and Organization, 17, 34-38. Johanson, J., aamp; Mattsson, L-G. (1988). Interorganizationalanbsp;...

Title:Networks in Marketing
Author: Dawn Iacobucci
Publisher:SAGE - 1996-08-07

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