1st Edition

The Routledge Companion to Strategic Marketing

Edited By Bodo B. Schlegelmilch, Russell S. Winer Copyright 2021
    506 Pages 40 B/W Illustrations
    by Routledge

    506 Pages 40 B/W Illustrations
    by Routledge

    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.

    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


    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.