The Routledge Companion to Strategic Marketing

NOTE EDITORE

The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present29 specially commissioned chapters, which includeup-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 addressedinclude 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.

SOMMARIO

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

AUTORE

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.

ALTRE INFORMAZIONI

• Condizione: Nuovo
• ISBN: 9781138489080
• Collana: Routledge Companions in Marketing, Advertising and Communication
• Dimensioni: 9 x 6 in Ø 2.42 lb
• Formato: Copertina rigida
• Illustration Notes: 40 b/w images, 19 tables, 2 halftones and 38 line drawings
• Pagine Arabe: 480
• Pagine Romane: xxvi