Social networks and their economics : influencing consumer choice / Daniel Birke, Visiting Researcher, Aston Business School, Birmingham, and works in a leading international management consultancy in Germany.

Includes bibliographical references and index.

Preface -- Acknowledgements -- List of tables -- List of figures -- How social networks influence consumer choice and how to analyse these processes -- Research into social networks in economics, sociology and physics -- Marketing in social networks : the iPhone -- Switching and churn in social networks -- How social networks influence consumer choice of mobile phone carriers in the UK, Europe and Asia -- Coordination of mobile operator choice within households -- Pricing strategy : how prices influence consumer behaviour in social networks -- Conclusion -- Appendix A: Success factors for viral marketing campaigns -- Appendix B: Student questionnaire.

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