Issue 1, 2002

Kouchtch S. P., Rafinejad D., Afanasiev A. A. Network Approach in Marketing: the Russian Experience

This article provides detailed characteristics of the network approach in marketing, based on international and Russian publications. Network structures are considered, and the role of trust and commitment between firms is analyzed. The history of long-term network building in Russia is discussed. Special characteristics of the firm’s marketing strategy on developing and maintaining efficient network activity are analyzed.

<< Contents: Issue 1, 2002
<< Go to archive