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Networks in Marketing
Author: Dawn Iacobucci

ISBN: 9780761901402
Format: Paperback
Number Of Pages: 443
Published: 16 September 1996
Country of Publication: US
Dimensions (cm): 22.9 x 15.2 x 2.6
Description:
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.

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