Cover

Contents

Acknowledgments

Introduction

Part I - Marketing is Relational

Chapter 1 - Relationships, Networks, and the Three Cs

Chapter 2 - A Reflection on Two Decades of Business-to-Business Marketing Research: Implications for Understanding Marketing Relationships and Networks

Part II - The Network Paradigm Allows the Study of Relational Phenomena

Chapter 3 - The "New Network Analysis" and Its Application to Organizational Theory and Behavior

Chapter 4 - Social Contagion and Social Structure

Chapter 5 - Structural Leverage in Marketing

Part III - Theoretical Concepts of Networks for Marketers

Chapter 6 - Networks in Socioeconomic Systems: A Critical Review

Chapter 7 - Strategic Alliances in a Network Perspective

Chapter 8 - Managed Networks: Creating Strategic Advantage

Chapter 9 - Relationship Strategy, Investments, and Decision Making

Part IV - Dynamic Networks and Market Structure

Chapter 10 - Drifting Closer and Drifting Away in Networks: Gradual Changes in Interdependencies of Networks

Chapter 11 - Marketing Networks: A New Entrant's Approach to Network Equity

Chapter 12 - Networks Analyses and Brand-Switching Behavior: The Ehrenberg Automobile Data

Chapter 13 - Brand Switching and Competition: A Behavior-Oriented Approach to Better Identify the Structure of the Market

Part V - Consumer Networks

Chapter 14 - A Network Perspective on Crossing the Micro-Macro Divide in Consumer Behavior Research

Chapter 15 - Examining the Embedded Markets of Network Marketing Organizations

Chapter 16 - Networks of Customer-to-Customer Relationships in Marketing: Conceptual Foundations and Implications

Chapter 17 - Network Analyses of Hierarchical Cognitive Connections between Concrete and Abstract Goals: An Application to Consumer Recycling Attitudes and Behaviors

Part VI - Final Issues

Chapter 18 - Multiple Levels of Relational Marketing Phenomena

References

About the Contributors