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The Routledge Companion to Strategic Marketing
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The Routledge Companion to Strategic Marketing

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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.

Author Biography:

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.
Release date NZ
September 25th, 2023
Audiences
  • General (US: Trade)
  • Professional & Vocational
  • Tertiary Education (US: College)
Contributors
  • Edited by Bodo B. Schlegelmilch
  • Edited by Russell S. Winer
Illustrations
19 Tables, black and white; 38 Line drawings, black and white; 2 Halftones, black and white; 40 Illustrations, black and white
Pages
480
ISBN-13
9781138489097
Product ID
37866209

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