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. 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
PART ONE: MARKETING IS RELATIONAL - Louis W Stern
Relationships, Networks, and the Three Cs - Robert E Spekman
A Reflection on Two Decades of Business-to-Business Marketing Research
Implications for Understanding Marketing Relationships and Networks
PART TWO: THE NETWORK PARADIGM ALLOWS THE STUDY OF RELATIONAL PHENOMENA - Joseph Galaskiewicz
The `New Network Analysis' and Its Application to Organizational Theory and Behavior - Ronald S Burt and Gregory A Janicik
Social Contagion and Social Structure - David Krackhardt
Structural Leverage in Marketing
PART THREE: THEORETICAL CONCEPTS OF NETWORKS FOR MARKETERS - Luis Araujo and Geoffrey Easton
Networks in Socioeconomic Systems
A Critical Review - H[circle above the a]akan H[circle above the a]akansson and D Deo Sharma
Strategic Alliances in a Network Perspective - Alexandra J Campbell and David T Wilson
Managed Networks
Creating Strategic Advantage - David Ford, Raymond McDowell, and Cyril Tomkins
Relationship Strategy, Investments, and Decision-Making
PART FOUR: DYNAMIC NETWORKS AND MARKET STRUCTURE - Susanne Hertz
Drifting Closer and Drifting Away in Networks
Gradual Changes in Interdependencies of Networks - Philip C Zerrillo Sr and Ravi Raina
Marketing Networks
A New Entrant's Approach to Network Equity - Dawn Iacobucci et al
Networks Analyses and Brand-Switching Behavior
The Ehrenberg Automobile Data - Alberto Marcati
Brand Switching and Competition
A Behavior-Oriented Approach to Better Identify the Structure of the Market
PART FIVE: CONSUMER NETWORKS - James C Ward and Peter Reingen
A Network Perspective on Crossing the Micro-Macro Divide in Consumer Behavior Research - Kent Grayson
Examining the Embedded Markets of Network Marketing Organizations - Charles L Martin and Terry Clark
Networks of Customer-to-Customer Relationships in Marketing
Conceptual Foundations and Implications - Richard P Bagozzi et al
Network Analyses of Hierarchical Cognitive Connections between Concrete and Abstract Goals
An Application to Consumer Recycling Attitudes and Behaviors
PART SIX: FINAL ISSUES - Dawn Iacobucci and Philip C Zerrillo Sr
Multiple Levels of Relational Marketing Phenomena

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NETWORKS IN MARKETING

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Table of Contents

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