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The Routledge Companion to Strategic Marketing

Edited by: Bodo B. Schlegelmilch , Russell S. Winer

Print publication date:  November  2020
Online publication date:  November  2020

Print ISBN: 9781138489080
eBook ISBN: 9781351038669
Adobe ISBN:

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Book 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.

Table of contents

Prelims Download PDF
Chapter  1:  Foundations of Strategic Marketing Download PDF
Chapter  2:  Economic Foundations of Marketing Strategy Download PDF
Chapter  3:  Customer Behavior and E-Commerce Download PDF
Chapter  4:  An Updated Framework for Customer Relationship Management Download PDF
Chapter  5:  Customer Journey Download PDF
Chapter  6:  Customer Satisfaction Download PDF
Chapter  7:  Customer Experience Creation in Today’s Digital World Download PDF
Chapter  8:  Competitor Analysis Download PDF
Chapter  9:  Competitive Advantage Download PDF
Chapter  10:  Digital Ecosystem and Collaboration Download PDF
Chapter  11:  We UBER Yet We GOOGLE Download PDF
Chapter  12:  Competition and the Future of Retailing Download PDF
Chapter  13:  Global Marketing Organization Download PDF
Chapter  14:  Allocation of Marketing Resources Download PDF
Chapter  15:  Key Components of a Digital Marketing Strategy Download PDF
Chapter  16:  Sustainable New Product Development Strategies Download PDF
Chapter  17:  Co-creation of Value in Service Marketing Download PDF
Chapter  18:  Designing a Corporate Innovation Strategy Download PDF
Chapter  19:  Omnichannel Strategy Download PDF
Chapter  20:  Pricing Strategies Download PDF
Chapter  21:  Mobile Payment Systems Download PDF
Chapter  22:  Marketing Communication Strategy in the Age of Interactive Media Download PDF
Chapter  23:  Social Media Strategy Download PDF
Chapter  24:  Marketing Strategy and Corporate Social Responsibility Download PDF
Chapter  25:  International Market Entry and Expansion Download PDF
Chapter  26:  Accounting for Intangible Assets Download PDF
Chapter  27:  Market Orientation and Profitability Download PDF
Chapter  28:  Customer Lifetime Value Download PDF
Chapter  29:  Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards Download PDF
Index Download PDF
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