TOC: Social Networks and Marketing
A Book in MSI's Relevant Knowledge Series, by Christophe Van den Bulte and Stefan Wuyts
|ARC: Community: ELMAR: TOC||Relevant ARCategory: Marketing Journals|
Relevant Knowledge Series: Social Networks and Marketing
Christophe Van den Bulte and Stefan Wuyts, 2007
Table of Contents
- Why Should Marketers Care about Social Networks?
- Conceptual Toolkit
- Social Capital
- Networks among Customers
- Intra-organizational Networks
- Inter-organizational Networks
- Conclusions and Future Prospects
Social Networks and Marketing provides a primer on social networks targeted toward marketing practitioners and scholars. It explores main concepts, theoretical ideas, and empirical findings, with a focus on questions of relevance to managers: How and when do network patterns matter? How does network structure affect consumer behavior? What kinds of social networks are important for particular marketing decisions?
Christophe Van den Bulte is Associate Professor of Marketing at the Wharton School of the University of Pennsylvania. Stefan Wuyts is Assistant Professor of Marketing at Tilburg University, The Netherlands