De l'importance des réseaux sociaux en marketing

In this paper, the aim is to show that social network analysis (SNA) can bring new explanations to old marketing problems. The history of SNA is now a long one but the last results, in particular those found by physicists, are very important in many disciplines and also in marketing. For example, the presence of leaders in many real networks can be explained by those new developpements. The importance of power laws and the notion of preferential attachment are also discussed.