Networks in Marketing

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.

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.

Introduction - Dawn Iacobucci
PART ONE: MARKETING IS RELATIONAL
Relationships, Networks, and the Three Cs - Louis W Stern
A Reflection on Two Decades of Business-to-Business Marketing Research - Robert E Spekman
Implications for Understanding Marketing Relationships and Networks
PART TWO: THE NETWORK PARADIGM ALLOWS THE STUDY OF RELATIONAL PHENOMENA
The `New Network Analysis′ and Its Application to Organizational Theory and Behavior - Joseph Galaskiewicz
Social Contagion and Social Structure - Ronald S Burt and Gregory A Janicik
Structural Leverage in Marketing - David Krackhardt
PART THREE: THEORETICAL CONCEPTS OF NETWORKS FOR MARKETERS
Networks in Socioeconomic Systems - Luis Araujo and Geoffrey Easton
A Critical Review
Strategic Alliances in a Network Perspective - H[circle above the a]akan H[circle above the a]akansson and D Deo Sharma
Managed Networks - Alexandra J Campbell and David T Wilson
Creating Strategic Advantage
Relationship Strategy, Investments, and Decision-Making - David Ford, Raymond McDowell, and Cyril Tomkins
PART FOUR: DYNAMIC NETWORKS AND MARKET STRUCTURE
Drifting Closer and Drifting Away in Networks - Susanne Hertz
Gradual Changes in Interdependencies of Networks
Marketing Networks - Philip C Zerrillo Sr and Ravi Raina
A New Entrant′s Approach to Network Equity
Networks Analyses and Brand-Switching Behavior - Dawn Iacobucci et al
The Ehrenberg Automobile Data
Brand Switching and Competition - Alberto Marcati
A Behavior-Oriented Approach to Better Identify the Structure of the Market
PART FIVE: CONSUMER NETWORKS
A Network Perspective on Crossing the Micro-Macro Divide in Consumer Behavior Research - James C Ward and Peter Reingen
Examining the Embedded Markets of Network Marketing Organizations - Kent Grayson
Networks of Customer-to-Customer Relationships in Marketing - Charles L Martin and Terry Clark
Conceptual Foundations and Implications
Network Analyses of Hierarchical Cognitive Connections between Concrete and Abstract Goals - Richard P Bagozzi et al
An Application to Consumer Recycling Attitudes and Behaviors
PART SIX: FINAL ISSUES
Multiple Levels of Relational Marketing Phenomena - Dawn Iacobucci and Philip C Zerrillo Sr