443 pages, 9.22 × 6.08 × 1.18 in
August 7, 1996
The following ISBNs are associated with this title:
ISBN - 10: 076190140X
ISBN - 13: 9780761901402
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 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.