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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Iacobucci, Dawn
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Thousand Oaks, Calif. : Sage Publications, ©1996.
Temas:
Communication in marketing.
Business networks.
Public relations.
Public Relations
Communication en marketing.
Réseaux d'affaires.
Relations publiques.
public relations.
BUSINESS & ECONOMICS > Green Business.
Business networks
Communication in marketing
Public relations
Marketing.
Sociale netwerken.
Acceso en línea:Texto completo
Descripción
Sumario: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.
Descripción Física:1 online resource (xx, 442 pages) : illustrations
Bibliografía:Includes bibliographical references (pages 410-436).
ISBN:9781452248738
1452248737
9781483327723
1483327728
Acceso:Legal Deposit;

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