Networks in Marketing

Abstract

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