Network analysis and marketing decisions

Keith Howard (University of Bradford Management Centre, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1972


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.



Howard, K. (1972), "Network analysis and marketing decisions", European Journal of Marketing, Vol. 6 No. 4, pp. 270-280.

Download as .RIS




Copyright © 1972, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.