Network analysis and marketing decisions

Suggests that, although the potential value of network analysis to aid marketing decisions has been recognised, there is a need for a reappraisal of the procedure in a marketing environment, in particular the distinction between the planning and control possibilities of networks. Includes an examination of the reasons why some disenchantment exists with the technique and presents the fundamentals of the approach. Weighs up that the marketing function is an area into which inflexible techniques of management do not fit easily, but has attempted to demonstrate network analysis may be used in a way making it relevant to the marketing decision – particularly at the planning stage.