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De rol van marketing in de netwerkeconomie


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  • P. Vanden Abeele
  • Y. De Backer
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    Dit artikel behandelt benaderingen of paradigma’s waarvan de marketingdiscipline in de netwerkeconomie kan uitgaan. Wij huldigen het standpunt dat marketing deelneemt aan het beheer van extern sociaal kapitaal in de onderneming. In dat kader onderzoeken wij het ‘relationship marketing’-paradigma en identificeren wij aansluitend twee invalshoeken, van marketing als beheerder van netwerken en van marketing als ondernemer, waarbij wij nagaan waarom marketing haar traditionele wijze van klantenbenadering zou moeten opgeven. Vanuit de ‘resource-based’ benadering tot de onderneming zullen beide invalshoeken met elkaar verzoenbaar blijken. Ook geven wij nieuwe strategische onderzoeksgebieden aan voor de marketingdiscipline. Hiermee beogen we marketing managers op de hoogte te brengen van nieuwe denkkaders in hun vakgebied.

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    Bibliographic Info

    Article provided by Katholieke Universiteit Leuven, Faculteit Economie en Bedrijfswetenschappen in its journal Review of Business and Economics.

    Volume (Year): XLVIII (2003)
    Issue (Month): 3 ()
    Pages: 489-516

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    Handle: RePEc:ete:revbec:20030307

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    Postal: Naamsestraat 69, 3000 Leuven
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