Share
Networks in Marketing
Edited by:
- Dawn Iacobucci - Vanderbilt University, USA
August 1996 | 443 pages | SAGE Publications, Inc
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.
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
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
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
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
Philip C Zerrillo Sr and Ravi Raina
Marketing Networks
Dawn Iacobucci et al
Networks Analyses and Brand-Switching Behavior
Alberto Marcati
Brand Switching and Competition
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
Richard P Bagozzi et al
Network Analyses of Hierarchical Cognitive Connections between Concrete and Abstract Goals
PART SIX: FINAL ISSUES
Dawn Iacobucci and Philip C Zerrillo Sr
Multiple Levels of Relational Marketing Phenomena
