Networks in Marketing

Dawn Iacobucci is the E. Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University. Previously she was the Senior Associate Dean for Owen (2008-2010), Professor of Marketing at the Kellogg School of Management, Northwestern University (1987-2004), the Coca-Cola Distinguished Professor of Marketing, Professor of Psychology and Head of the Marketing Department of the University of Arizona (2001-2002), and the John Pomerantz Professor of Marketing at Wharton, of the University of Pennsylvania (2004 to 2007). She received her M.S. in Statistics, and M.A. and Ph.D. in Quantitative Psychology from the University of Illinois at Urbana-Champaign. Her research on models for social networks and other methodological research questions has been published in the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, Journal of Consumer Psychology, International Journal of Research in Marketing, Marketing Science, Journal of Service Research, Psychometrika, Psychological Bulletin, and Social Networks. Iacobucci teaches Marketing Management, Marketing Strategy, Marketing Research, Marketing Models, Services Marketing, and New Products to MBA and undergraduate students and multivariate statistics and methodological topics in Ph.D. seminars. She is recent editor of both the Journal of Consumer Research and Journal of Consumer Psychology. She edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing, Kellogg on Integrated Marketing, she is author of Marketing Management (Thomson), the first new MBA text in years, Mediation Analysis, and she is co-author on Gilbert Churchill's lead text on Marketing Research (Thomson).

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.

Introduction - Dawn IacobucciPART ONE: MARKETING IS RELATIONALRelationships, Networks, and the Three Cs - Louis W SternA Reflection on Two Decades of Business-to-Business Marketing Research - Robert E Spekman Implications for Understanding Marketing Relationships and NetworksPART TWO: THE NETWORK PARADIGM ALLOWS THE STUDY OF RELATIONAL PHENOMENAThe `New Network Analysis¿ and Its Application to Organizational Theory and Behavior - Joseph GalaskiewiczSocial Contagion and Social Structure - Ronald S Burt and Gregory A JanicikStructural Leverage in Marketing - David KrackhardtPART THREE: THEORETICAL CONCEPTS OF NETWORKS FOR MARKETERSNetworks in Socioeconomic Systems - Luis Araujo and Geoffrey Easton A Critical ReviewStrategic Alliances in a Network Perspective - H[circle above the a]akan H[circle above the a]akansson and D Deo SharmaManaged Networks - Alexandra J Campbell and David T Wilson Creating Strategic AdvantageRelationship Strategy, Investments, and Decision-Making - David Ford, Raymond McDowell, and Cyril TomkinsPART FOUR: DYNAMIC NETWORKS AND MARKET STRUCTUREDrifting Closer and Drifting Away in Networks - Susanne Hertz Gradual Changes in Interdependencies of NetworksMarketing Networks - Philip C Zerrillo Sr and Ravi Raina A New Entrant¿s Approach to Network EquityNetworks Analyses and Brand-Switching Behavior - Dawn Iacobucci et al The Ehrenberg Automobile DataBrand Switching and Competition - Alberto Marcati A Behavior-Oriented Approach to Better Identify the Structure of the MarketPART FIVE: CONSUMER NETWORKSA Network Perspective on Crossing the Micro-Macro Divide in Consumer Behavior Research - James C Ward and Peter ReingenExamining the Embedded Markets of Network Marketing Organizations - Kent GraysonNetworks of Customer-to-Customer Relationships in Marketing - Charles L Martin and Terry Clark Conceptual Foundations and ImplicationsNetwork Analyses of Hierarchical Cognitive Connections between Concrete and Abstract Goals - Richard P Bagozzi et al An Application to Consumer Recycling Attitudes and BehaviorsPART SIX: FINAL ISSUESMultiple Levels of Relational Marketing Phenomena - Dawn Iacobucci and Philip C Zerrillo Sr