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A Network Approach to Marketing Management
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
2002 (English)In: Journal of Enterprising Culture, ISSN 0218-4958, Vol. 10, no 3, p. 209-223Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
Singapore: World Scientific, 2002. Vol. 10, no 3, p. 209-223
Keywords [en]
Marketing, Network approach
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-1368DOI: 10.1142/S0218495802000098Local ID: 2082/1747OAI: oai:DiVA.org:hh-1368DiVA, id: diva2:238586
Available from: 2008-04-25 Created: 2008-04-25 Last updated: 2017-12-13Bibliographically approved

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Andersson, Svante

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  • en-US
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  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • asciidoc
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