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.

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.

Booknews

Eighteen contributions provide an overview of what networks are and how they are used in marketing management practices. Topics include customer-to-customer and business-to-business networks, relationships as investment opportunities, strategic alliances, and market dynamics--specifically brand switching and the structure of consumer networks. In several "mini" chapters, marketing scholars reflect on their own research and expertise. A final chapter explores advanced methodological issues and directions for future research. No index. Paper edition (unseen), $27.95. Annotation c. Book News, Inc., Portland, OR (booknews.com)

DAWN IACOBUCCI is Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. She teaches marketing models and multivariate statistics. Her research focuses on networks, customer satisfaction, and statistical methodology. She has published in a variety of journals in marketing and psychology, such as Psychological Bulletin, Psychometrika, Journal of Marketing, Journal of Marketing Research, and Marketing Science, edited the Journal of Consumer Psychology and Journal of Consumer Research, and is co-author on Gilbert Churchill's lead text on Marketing Research.