Networks in Marketing

Paperback | August 7, 1996

EditorDawn Iacobucci

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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.

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From the Publisher

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...

Format:PaperbackDimensions:443 pages, 9.22 × 6.08 × 1.18 inPublished:August 7, 1996Publisher:Sage Publications

The following ISBNs are associated with this title:

ISBN - 10:076190140X

ISBN - 13:9780761901402

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