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Routledge Companion to Strategic Marketing

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Business Case
Business Processes
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CLV Metric
Competitive Advantage
Competitor Analysis
Computerized Axial Tomography
Corporate social responsibility
Cross-channel Effects
Customer Acquisition
Customer Behavior
Customer Experience Management
Customer Journey
Customer Journey Mapping
Customer Profitability
Customer Relationship Management
Customer Relationship Management Systems
Digital Advertising
Digital Ecosystems
Digital marketing strategy
Display Ads
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Export Mode
Feed Back
Marketing Communication
Marketing Management
Marketing Performance
Marketing Strategy
Mobile Money
Mobile payment systems
Multichannel Shopping
New Product Development
NPD Process
ROI
Sales Promotions
Social media strategy
Strategic Marketing
Vice Versa
Word Of Mouth

Product details

  • ISBN 9781138489080
  • Weight: 816g
  • Dimensions: 152 x 229mm
  • Publication Date: 25 Nov 2020
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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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.