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 2 Economic Foundations of Marketing Strategy PART II Customers 3 Customer Behavior and E- Commerce 4 An Updated Framework for Customer Relationship Management 5 Customer Journey: From Practice to Theory 6 Customer Satisfaction 7 Customer Experience Creation in Today’s Digital World PART III Competitors and Environment 8 Competitor Analysis 9 Competitive Advantage 10 Digital Ecosystem and Collaboration 11 We UBER Yet We GOOGLE: Gaining Early- and Late- mover Advantage 12 Competition and the Future of Retailing PART IV Company 13 Global Marketing Organization 14 Allocation of Marketing Resources 15 Key Components of a Digital Marketing Strategy 16 Sustainable New Product Development Strategies 17 Co-creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making 18 Designing a Corporate Innovation Strategy: The Cube Solution 19 Omnichannel Strategy 20 Pricing Strategies 21 Mobile Payment Systems 22 Marketing Communication Strategy in the Age of Interactive Media 23 Social Media Strategy 24 Marketing Strategy and Corporate Social Responsibility 25 International Market Entry and Expansion PART V Impact of Marketing Strategy 26 Accounting for Intangible Assets: The Strategic Performance of Marketing 27 Market Orientation and Profitability 28 Customer Lifetime Value: What, How, and Why 29 Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards
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.