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The Network Perspective: Its origin and differences to the Marketing Management approach
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
1998 (engelsk)Inngår i: Australia and New Zealand Marketing Academy conference; Marketing connections / [ed] Brendan J. Gray; Kenneth R. Deans, Otago: Department of Marketing, University of Otago , 1998, s. 62-72Konferansepaper, Publicerat paper (Fagfellevurdert)
Abstract [en]

Relationship marketing during the nineties has become an accepted approach in marketing research. This type of marketing, however, consists of many different perspectives. Here, the network approach is covered. This perspective’s origin and its differences to the marketing management approach are discussed. It is concluded that the development of the network perspective was influenced by its Swedish context, however the network view is not pertinent on all marketing situations in Sweden. Finally it is argued that research in marketing should prosper with many different perspectives that could be applicable for different marketing situations.

sted, utgiver, år, opplag, sider
Otago: Department of Marketing, University of Otago , 1998. s. 62-72
Emneord [en]
Marketing Management
HSV kategori
Identifikatorer
URN: urn:nbn:se:hh:diva-3953ISBN: 1877156086 ISBN: 1877156078 OAI: oai:DiVA.org:hh-3953DiVA, id: diva2:300264
Konferanse
Australia & New Zealand Marketing Academy conference (ANZMAC'98), November 30 to December 2, Otago, New Zealand
Merknad
Full papers on CD-ROM. Also known as ANZMAC 98.Tilgjengelig fra: 2010-03-02 Laget: 2010-02-25 Sist oppdatert: 2013-11-19bibliografisk kontrollert

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