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A Network Approach ...
A Network Approach to Marketing Management
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- Andersson, Svante (författare)
- Högskolan i Halmstad,Centre for Technology, Innovation and Marketing Management (CTIM2)
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(creator_code:org_t)
- Singapore : World Scientific, 2002
- 2002
- Engelska.
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Ingår i: Journal of Enterprising Culture. - Singapore : World Scientific. - 0218-4958. ; 10:3, s. 209-223
- Relaterad länk:
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https://urn.kb.se/re...
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visa fler...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- This article is an argument in favour of the importance of having different perspectives for different situations in marketing. Since the 1990s, relationship marketing has become an accepted stream in marketing research. However, this type of marketing consists of many different perspectives. Here, the network approach is covered. Its origin and its divergence from the mainstream marketing mix approach are discussed. It is concluded that Swedish culture and context influenced the development of the network approach. However, the network view is not pertinent to all marketing situations in Sweden and the approach is also useful outside of the Swedish context. Finally, it is argued that marketing research should benefit from many different perspectives and approaches that could be applicable to different marketing situations.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Nyckelord
- Marketing
- Network approach
- Business and economics
- Ekonomi
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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