The Routledge Companion to Strategic Marketing

Bodo B. Schlegelmilch, Russell S. Winer

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English

Routledge
25 September 2023

Economics; Business strategy; Sales & marketing management; Advertising; Market research

Series: Routledge Companions in Marketing, Advertising and Communication

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.

Edited by: Bodo B. Schlegelmilch, Russell S. Winer
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm,
Weight: 453g
ISBN: 9781138489097
ISBN 10: 1138489093
Series: Routledge Companions in Marketing, Advertising and Communication
Pages: 480
Publication Date: 25 September 2023
Audience: General/trade , College/higher education , Professional and scholarly , ELT Advanced , Primary
Format: Paperback
Publisher's Status: Active

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.