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A Network Approach To Marketing Management

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  • SVANTE ANDERSSON

    (Scandinavian Institute for Research in Entrepreneurship, Halmstad University, Sweden)

Abstract

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.

Suggested Citation

  • Svante Andersson, 2002. "A Network Approach To Marketing Management," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 10(03), pages 209-223.
    • Handle: RePEc:wsi:jecxxx:v:10:y:2002:i:03:n:s0218495802000098
    DOI: 10.1142/S0218495802000098
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    Cited by:

    1. Hamid Etemad, 2022. "Towards an integrated and longitudinal life-cycle framework of international entrepreneurship: Exploring entrepreneurial orientation, capabilities, and network advantages overcoming barriers to intern," Journal of International Entrepreneurship, Springer, vol. 20(4), pages 503-536, December.

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