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The Network Perspective: Its origin and differences to the Marketing Management approach
Halmstad University, School of Business and Engineering (SET), Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for Technology, Innovation and Marketing Management (CTIM2).ORCID iD: 0000-0002-8194-2053
1998 (English)In: Australia and New Zealand Marketing Academy conference; Marketing connections / [ed] Brendan J. Gray; Kenneth R. Deans, Otago: Department of Marketing, University of Otago , 1998, p. 62-72Conference paper, Published paper (Refereed)
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.

Place, publisher, year, edition, pages
Otago: Department of Marketing, University of Otago , 1998. p. 62-72
Keywords [en]
Marketing Management
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hh:diva-3953ISBN: 1877156086 ISBN: 1877156078 OAI: oai:DiVA.org:hh-3953DiVA, id: diva2:300264
Conference
Australia & New Zealand Marketing Academy conference (ANZMAC'98), November 30 to December 2, Otago, New Zealand
Note
Full papers on CD-ROM. Also known as ANZMAC 98.Available from: 2010-03-02 Created: 2010-02-25 Last updated: 2013-11-19Bibliographically approved

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fulltext(28 kB)4586 downloads
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Andersson, Svante

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf