Social networks and marketing
Author: Van den Bulte, Christophe ; Wuyts, Stefan Series: Relevant knowledge series ; 6 Publisher: Marketing Science Institute, 2007.Language: EnglishDescription: 127 p. ; 22 cm.ISBN: 096571148XType of document: BookBibliography/Index: Includes bibliographical references
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
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Asia Campus Main Collection |
HF5410 .V36 2007
(Browse shelf) 900204773 |
Available | 900204773 | |||
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Europe Campus Main Collection |
HF5410 .V36 2007
(Browse shelf) 001227234 |
Available | 001227234 |
Includes bibliographical references
Digitized
Social Networks and Marketing Contents Foreword Introduction 1 Why Should Marketers Care about Social Networks? What Franklin, Carnegie, and Edison Knew Social Networks and Marketing Today 2 Conceptual Toolkit Defining Social Networks Properties of Ties Some Structural Properties of Networks Centrality and Centralization Subgroups within a Network Two Puzzles 3 Social Capital Resources of Direct Contacts Number of Ties Strength of Ties Closure and Local Clustering Bridge Positions Spanning Structural Holes "The Strength of Weak Ties" The Dark Side of Social Capital 4 Networks among Customers Social Contagion and New Products Social Influence and Existing Brands Transaction Networks vii ix 3 3 4 11 12 14 17 20 22 26 29 30 31 31 32 33 34 36 39 39 52 55 5 Intra-organizational Networks Power Disseminating Market Knowledge within the Firm Employee Recruitment and Turnover Industrial Buying 6 Inter-organizational Networks Coordinating Channels Accessing Resources Through Alliances Gaining Status from One's Network Managing Competition Adopting New Suppliers, Technologies, and Practices 7 Conclusions and Future Prospects Summary Observations Substantive Problems and Challenges Getting Good Data Analytical Tools Glossary Appendix: Suggestions for Further Reading Notes References About the Authors About MSI Related MSI Working Papers 57 57 58 62 63 67 67 70 72 73 74 77 77 79 82 84 87 91 95 99 123 125 127
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