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De rol van marketing in de netwerkeconomie

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  • P. Vanden Abeele
  • Y. De Backer

Abstract

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.

Suggested Citation

  • P. Vanden Abeele & Y. De Backer, 2003. "De rol van marketing in de netwerkeconomie," Review of Business and Economic Literature, KU Leuven, Faculty of Economics and Business, Review of Business and Economic Literature, vol. 0(3), pages 489-516.
  • Handle: RePEc:ete:revbec:20030307
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