The Routledge Companion to Strategic Marketing
- 11h 26m
- Bodo B. Schlegelmilch, Russell S. Winer
- Taylor and Francis
- 2021
The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics.
Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy.
Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.
About the Author
Bodo B. Schlegelmilch is Head of the Institute for International Marketing Management at WU: Vienna University of Economics and Business, Austria.
Russell S. Winer is the William Joyce Professor of Marketing at the Stern School of Business, New York University, U.S.
In this Book
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Foundations of Strategic Marketing
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Economic Foundations of Marketing Strategy
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Customer Behavior and E-Commerce
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An Updated Framework for Customer Relationship Management
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Customer Journey: From Practice to Theory
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Customer Satisfaction
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Customer Experience Creation in Today's Digital World
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Competitor Analysis
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Competitive Advantage
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Digital Ecosystem and Collaboration
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We UBER Yet We GOOGLE: Gaining Early- and Late-Mover Advantage
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Competition and the Future of Retailing
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Global Marketing Organization
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Allocation of Marketing Resources
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Key Components of a Digital Marketing Strategy
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Sustainable New Product Development Strategies
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Co-Creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making
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Designing a Corporate Innovation Strategy: The Cube Solution
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Omnichannel Strategy
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Pricing Strategies
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Mobile Payment Systems
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Marketing Communication Strategy in the Age of Interactive Media
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Social Media Strategy
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Marketing Strategy and Corporate Social Responsibility
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International Market Entry and Expansion
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Accounting for Intangible Assets: The Strategic Performance of Marketing
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Market Orientation and Profitability
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Customer Lifetime Value: What, How, and Why
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Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards
