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An overview of what networks are and how they are used in marketing management practices is provided in this volume. Leading scholars in the field examine various types of relationships including: customer-to-customer networks; relationships as investment opportunities; and strategic alliances. They also investigate market dynamics and structure and consumer networks. In conclusion, several advanced methodological issues and future research directions are examined. In addition to the main research chapters, key figures contribute their own reflections on the topic.

Marketing --- Business networks. --- Communication in marketing. --- Public relations. --- Communication in marketing --- Business networks --- Public relations --- E-books --- Business --- Industries --- PR (Public relations) --- Advertising --- Industrial publicity --- Mass media and business --- Propaganda --- Publicity --- Business networking --- Networking, Business --- Networks, Business --- Social networks --- Industrial clusters --- Strategic alliances (Business)

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European Union --- Currency question --- Monetary policy --- Union européenne --- Question monétaire --- Politique monétaire --- Public relations --- Relations publiques --- Euro (Monnaie) --- Unions monetaires --- Communication politique --- Opinion publique --- 339.92 --- 338 --- (4) --- $?$96/05 --- 339.737 EUR --- euro --- ume --- AA / International- internationaal --- 334.151.25 --- Archi-JU --- European currency unit --- -Public relations --- -Euro --- 332.4566094 --- Ui3 --- Money --- Business --- Industries --- PR (Public relations) --- Advertising --- Industrial publicity --- Mass media and business --- Propaganda --- Publicity --- ECU (Unit of account) --- Economische samenwerking en integratie. Tolunie --- emu --- Rekeneenheid, gemeenschappelijke munt van de Europese Gemeenschappen. ECU. Euro. --- Public opinion --- -Congresses --- Congresses --- Economic and Monetary Union. --- EMU --- WWU --- Europäische Wirtschafts- und Währungsunion --- Unión Económica y Monetaria Europea --- Oikonomikē kai Nomismatikē Henōsē --- ONE --- European Monetary Union --- Talous- ja rahaliitto --- Unione monetaria --- Euroopan talous- ja rahaliitto --- Rahaliitto --- European Economic and Monetary Union --- UME --- Unione monetaria europea --- EWWU --- Unión Monetaria Europea --- Ekonomiska och monetära unionen --- Union monétaire européenne --- Union économique et monétaire européenne --- UEM --- Unia Gospodarcza i Walutowa --- 339.92 Economische samenwerking en integratie. Tolunie --- Union européenne --- Question monétaire --- Politique monétaire --- Rekeneenheid, gemeenschappelijke munt van de Europese Gemeenschappen. ECU. Euro --- Euro (Monnaie) - Opinion publique - Congres --- Unions monetaires - Pays de l'Union européenne - Congres. --- Euro (Monnaie) - Congres --- Unions monetaires - Pays de l'Union européenne - Opinion publique - Congres. --- Communication politique - Pays de l'Union européenne - Congres. --- Euro-devise --- Union europeenne --- Politique monetaire