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The Impact of Networking on Marketing
Published online by Cambridge University Press: 18 September 2015
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.
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- Research Article
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- Copyright
- Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 1998