Networks in Marketing

Edited by:

Dawn Iacobucci - Vanderbilt University, USA

Other Titles in:
Marketing (General)

October 1996 | 443 pages | SAGE Publications, Inc

Description
Contents

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.

Dawn Iacobucci

Introduction

PART ONE: MARKETING IS RELATIONAL

Louis W Stern

Relationships, Networks, and the Three Cs

Robert E Spekman

A Reflection on Two Decades of Business-to-Business Marketing Research

Implications for Understanding Marketing Relationships and Networks

PART TWO: THE NETWORK PARADIGM ALLOWS THE STUDY OF RELATIONAL PHENOMENA

Joseph Galaskiewicz

The `New Network Analysis' and Its Application to Organizational Theory and Behavior

Ronald S Burt and Gregory A Janicik

Social Contagion and Social Structure

David Krackhardt

Structural Leverage in Marketing

PART THREE: THEORETICAL CONCEPTS OF NETWORKS FOR MARKETERS

Luis Araujo and Geoffrey Easton

Networks in Socioeconomic Systems

A Critical Review

H[circle above the a]akan H[circle above the a]akansson and D Deo Sharma

Strategic Alliances in a Network Perspective

Alexandra J Campbell and David T Wilson

Managed Networks

Creating Strategic Advantage

David Ford, Raymond McDowell, and Cyril Tomkins

Relationship Strategy, Investments, and Decision-Making

PART FOUR: DYNAMIC NETWORKS AND MARKET STRUCTURE

Susanne Hertz

Drifting Closer and Drifting Away in Networks

Gradual Changes in Interdependencies of Networks

Philip C Zerrillo Sr and Ravi Raina

Marketing Networks

A New Entrant's Approach to Network Equity

Dawn Iacobucci et al

Networks Analyses and Brand-Switching Behavior

The Ehrenberg Automobile Data

Alberto Marcati

Brand Switching and Competition

A Behavior-Oriented Approach to Better Identify the Structure of the Market

PART FIVE: CONSUMER NETWORKS

James C Ward and Peter Reingen

A Network Perspective on Crossing the Micro-Macro Divide in Consumer Behavior Research

Kent Grayson

Examining the Embedded Markets of Network Marketing Organizations

Charles L Martin and Terry Clark

Networks of Customer-to-Customer Relationships in Marketing

Conceptual Foundations and Implications

Richard P Bagozzi et al

Network Analyses of Hierarchical Cognitive Connections between Concrete and Abstract Goals

An Application to Consumer Recycling Attitudes and Behaviors

PART SIX: FINAL ISSUES

Dawn Iacobucci and Philip C Zerrillo Sr

Multiple Levels of Relational Marketing Phenomena

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