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Relevant Knowledge Series

Social Networks and Marketing

Christophe Van den Bulte and Stefan Wuyts, 2007 [07-600]

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Social Networks and Marketing provides a primer on social networks targeted toward marketing practitioners and scholars. It explores main concepts, theoretical ideas, and empirical findings, with a focus on questions of relevance to managers: How and when do network patterns matter? How does network structure affect consumer behavior? What kinds of social networks are important for particular marketing decisions?

“Christophe Van den Bulte and Stefan Wuyts introduce a new vocabulary, indeed a new way of thinking about marketing and its impact on prospects and customers. Social Networks and Marketing could not have been more timely.”—From “Foreword” by Dominique Hanssens

Contents

1. Why Should Marketers Care about Social Networks?
2. Conceptual Toolkit
3. Social Capital
4. Networks among Customers
5. Intra-organizational Networks
6. Inter-organizational Networks
7. Conclusions and Future Prospects

Christophe Van den Bulte is Associate Professor of Marketing at the Wharton School of the University of Pennsylvania. Stefan Wuyts is Assistant Professor of Marketing at Tilburg University, The Netherlands.

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