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Networks in Marketing

Name: Networks in Marketing
Brand: SAGE Publications Inc
SKU: 04683286
Price: 27861 HUF
Availability: InStock
Author: Dawn Iacobucci
ISBN: 9780761901402

Dawn Iacobucci

Language

English

Book Paperback

Libristo code: 04683286

Publishers SAGE Publications Inc, October 1996

An overview of what networks are and how they are used in marketing management practices is provided... Full description

Libristo code: 04683286

185 b

27 861 Ft

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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.