Social Networks and Marketing (Marketing Science Institute (MSI) Relevant Knowledge Series)

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9780965711487: Social Networks and Marketing (Marketing Science Institute (MSI) Relevant Knowledge Series)
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Explores the business trends that are prompting managers to look into social network analysis, offers a conceptual "toolkit" of social network concepts, investigates "social capital" (the concept that particular positions in networks can confer particular benefits), and reviews research on consumer, intra-organizational, and inter-organizational networks.

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About the Author:

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.

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Christophe Van den Bulte and Stefan Wuyts
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