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A Network Approach to Marketing Management
Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), Centre for Technology, Innovation and Marketing Management (CTIM2).ORCID-id: 0000-0002-8194-2053
2002 (engelsk)Inngår i: Journal of Enterprising Culture, ISSN 0218-4958, Vol. 10, nr 3, s. 209-223Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

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.

sted, utgiver, år, opplag, sider
Singapore: World Scientific, 2002. Vol. 10, nr 3, s. 209-223
Emneord [en]
Marketing, Network approach
HSV kategori
Identifikatorer
URN: urn:nbn:se:hh:diva-1368DOI: 10.1142/S0218495802000098Lokal ID: 2082/1747OAI: oai:DiVA.org:hh-1368DiVA, id: diva2:238586
Tilgjengelig fra: 2008-04-25 Laget: 2008-04-25 Sist oppdatert: 2017-12-13bibliografisk kontrollert

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