TY  - JOUR
AB  - 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.
VL  - 6
IS  - 4
SN  - 0309-0566
DO  - 10.1108/EUM0000000005148
UR  - https://doi.org/10.1108/EUM0000000005148
AU  - Howard Keith
PY  - 1972
Y1  - 1972/01/01
TI  - Network analysis and marketing decisions
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 270
EP  - 280
Y2  - 2024/09/19
ER  -