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The Impact of Networking on Marketing

Published online by Cambridge University Press:  18 September 2015

E. Alan Buttery  and
E.M. Buttery
E. Alan Buttery
Affiliation:
Foundation Professor of Marketing, University of Western Sydney (Hawkesbury), Blacktown Campus, Quakers Hill NSW, Tel: +61 2 9852 4143, Email: [email protected]
E.M. Buttery
Affiliation:
University of Western Sydney (Hawkesbury), Blacktown Campus, Quakers Hill NSW, Tel: +61 2 9852 4143, Email: [email protected]
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Abstract

The paper provides a typology of networks, identifies key attributes of business networking and explains how they impact on marketing. The paper demonstrates the potential advantages that accrue to organisations that combine networking with marketing skills. It also provides a framework for developing such a combination.

Type
Research Article
Information
Journal of Management & Organization , Volume 4 , Issue 2 , March 1998 , pp. 27 - 36
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 1998

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