Network analysis and marketing decisions
Abstract
Suggests that, although the potential value of network analysis to aid marketing decisions has been recognised, there is a need for a reappraisal of the procedure in a marketing environment, in particular the distinction between the planning and control possibilities of networks. Includes an examination of the reasons why some disenchantment exists with the technique and presents the fundamentals of the approach. Weighs up that the marketing function is an area into which inflexible techniques of management do not fit easily, but has attempted to demonstrate network analysis may be used in a way making it relevant to the marketing decision – particularly at the planning stage.
Keywords
Citation
Howard, K. (1972), "Network analysis and marketing decisions", European Journal of Marketing, Vol. 6 No. 4, pp. 270-280. https://doi.org/10.1108/EUM0000000005148
Publisher
:MCB UP Ltd
Copyright © 1972, MCB UP Limited