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Routledge Companion to Strategic Marketing

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advanced marketing research strategies
Business Case
Business Processes
Category=KJS
CLV Metric
Competitive Advantage
Competitor Analysis
competitor analysis methods
Computerized Axial Tomography
corporate innovation management
Corporate social responsibility
Cross-channel Effects
Customer Acquisition
Customer Behavior
Customer Experience Management
Customer Firm Relationship
Customer Journey
customer journey mapping
customer lifetime value modeling
Customer Profitability
Customer Relationship Management
Customer Relationship Management Systems
Digital Advertising
digital ecosystem strategy
Digital Ecosystems
Digital marketing strategy
Display Ads
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Fed Back
Marketing Communication
Marketing Management
Marketing Performance
Marketing Strategy
Maxham III
Mobile Money
Mobile payment systems
Multichannel Shopping
Negative Relationship
New Product Development
NPD Process
Performance Marketing
ROI
Single Channel Customers
Social media strategy
sustainable product development
Vice Versa

Product details

  • ISBN 9781138489097
  • Weight: 940g
  • Dimensions: 152 x 229mm
  • Publication Date: 25 Sep 2023
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

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

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.