Networks in Marketing
- Dawn Iacobucci
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Know about the book -
Networks in Marketing is written by Dawn Iacobucci and published by SAGE Publications, Incorporated. It's available with International Standard Book Number or ISBN identification 0761901396 (ISBN 10) and 9780761901396 (ISBN 13).
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.
