Networks in Marketing / Najlacnejšie knihy
Networks in Marketing

Code: 04683286

Networks in Marketing

by Dawn Iacobucci

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; re ... more

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Book synopsis

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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

144.17 €

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