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

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

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Publisher

:

MCB UP Ltd

Copyright © 1972, MCB UP Limited

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