1st Edition

The Routledge Companion to Strategic Marketing

ISBN 9781138489080
Published November 25, 2020 by Routledge
506 Pages 40 B/W Illustrations

USD $250.00

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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

PART I Fundamentals

1 Foundations of Strategic Marketing

Rajan Varadarajan

2 Economic Foundations of Marketing Strategy

J. Miguel Villas- Boas and Juanjuan Zhang

PART II Customers

3 Customer Behavior and E- Commerce

Ashlee Humphreys

4 An Updated Framework for Customer Relationship Management

Russell S. Winer

5 Customer Journey: From Practice to Theory

Patricia Harris, Harald Pol, and Gerrita Van Der Veen

6 Customer Satisfaction

Ruth N. Bolton

7 Customer Experience Creation in Today’s Digital World

Peter C. Verhoef

PART III Competitors and Environment

8 Competitor Analysis

John A. Czepiel

9 Competitive Advantage

John B. Ford

10 Digital Ecosystem and Collaboration

Anandhi Bharadwaj and Jinsoo Yeo

11 We UBER Yet We GOOGLE: Gaining Early- and Late- mover Advantage

Gregory S. Carpenter

12 Competition and the Future of Retailing

Matthew J. Robson

PART IV Company

13 Global Marketing Organization

Shaoming Zou

14 Allocation of Marketing Resources

Venkatesh Shankar

15 Key Components of a Digital Marketing Strategy

P. K. Kannan

16 Sustainable New Product Development Strategies

Marius C. Claudy

17 Co- creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making

Christian Gronroos

18 Designing a Corporate Innovation Strategy: The Cube Solution

Christiane Prange and Bodo B. Schlegelmilch

19 Omnichannel Strategy

Rajkumar Venkatesan and S. Arunachalam

20 Pricing Strategies

Manish Gangwar and Vithala R. Rao

21 Mobile Payment Systems

Przemyslaw Jeziorski

22 Marketing Communication Strategy in the Age of Interactive Media

Charles F. Hofacker

23 Social Media Strategy

Andrew T. Stephen

24 Marketing Strategy and Corporate Social Responsibility

Sofia Lopez- Rodriguez and N. Craig Smith

25 International Market Entry and Expansion

Nikoletta- Theofania Siamagka and Keith D. Brouthers

PART V Impact of Marketing Strategy

26 Accounting for Intangible Assets: The Strategic Performance of Marketing

David Stewart and Neil Morgan

27 Market Orientation and Profitability

John W. Cadogan

28 Customer Lifetime Value: What, How, and Why

V. Kumar and Bharath Rajan

29 Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards

Nadia Abou Nabout and Sila Ada

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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.