Networks in Marketing

Released on by Dawn Iacobucci
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  • Networks in Marketing Book Detail

  • Author : Dawn Iacobucci
  • Release Date : 1996-08-07
  • Publisher : SAGE
  • Genre : Business & Economics
  • Pages : 465
  • ISBN 13 : 076190140X
  • File Size : 22,22 MB
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Networks in Marketing by Dawn Iacobucci PDF Summary

Book Description: 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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