The Routledge companion to strategic marketing / 
edited by Bodo B. Schlegelmilch and Russell S. Winer. 
 - xxiv,480 p.;  24 cm. 
 - Routledge companions in business, management & accounting .
<br/><br/>Includes bibliographical references and index. 
<br/><br/>PART I Fundamentals<br/>1 Foundations of Strategic Marketing<br/>Rajan Varadarajan<br/>2 Economic Foundations of Marketing Strategy<br/>J. Miguel Villas- Boas and Juanjuan Zhang<br/>PART II Customers<br/>3 Customer Behavior and E- Commerce<br/>Ashlee Humphreys<br/>4 An Updated Framework for Customer Relationship Management<br/>Russell S. Winer<br/>5 Customer Journey: From Practice to Theory<br/>Patricia Harris, Harald Pol, and Gerrita Van Der Veen<br/>6 Customer Satisfaction<br/>Ruth N. Bolton<br/>7 Customer Experience Creation in Today’s Digital World<br/>Peter C. Verhoef<br/>PART III Competitors and Environment<br/>8 Competitor Analysis<br/>John A. Czepiel<br/>9 Competitive Advantage<br/>John B. Ford<br/>10 Digital Ecosystem and Collaboration<br/>Anandhi Bharadwaj and Jinsoo Yeo<br/>11 We UBER Yet We GOOGLE: Gaining Early- and Late- mover Advantage<br/>Gregory S. Carpenter<br/>12 Competition and the Future of Retailing<br/>Matthew J. Robson<br/>PART IV Company<br/>13 Global Marketing Organization<br/>Shaoming Zou<br/>14 Allocation of Marketing Resources<br/>Venkatesh Shankar<br/>15 Key Components of a Digital Marketing Strategy<br/>P. K. Kannan<br/>16 Sustainable New Product Development Strategies<br/>Marius C. Claudy<br/>17 Co- creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making<br/>Christian Gronroos<br/>18 Designing a Corporate Innovation Strategy: The Cube Solution<br/>Christiane Prange and Bodo B. Schlegelmilch<br/>19 Omnichannel Strategy<br/>Rajkumar Venkatesan and S. Arunachalam<br/>20 Pricing Strategies<br/>Manish Gangwar and Vithala R. Rao<br/>21 Mobile Payment Systems<br/>Przemyslaw Jeziorski<br/>22 Marketing Communication Strategy in the Age of Interactive Media<br/>Charles F. Hofacker<br/>23 Social Media Strategy<br/>Andrew T. Stephen<br/>24 Marketing Strategy and Corporate Social Responsibility<br/>Sofia Lopez- Rodriguez and N. Craig Smith<br/>25 International Market Entry and Expansion<br/>Nikoletta- Theofania Siamagka and Keith D. Brouthers<br/>PART V Impact of Marketing Strategy<br/>26 Accounting for Intangible Assets: The Strategic Performance of Marketing<br/>David Stewart and Neil Morgan<br/>27 Market Orientation and Profitability<br/>John W. Cadogan<br/>28 Customer Lifetime Value: What, How, and Why<br/>V. Kumar and Bharath Rajan<br/>29 Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards<br/>Nadia Abou Nabout and Sila Ada 
<br/><br/> "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 the latest 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, among others, from the US (Berkeley, Cornell, MIT, New York University, Texas A & M), Europe (Hanken School of Economics, INSEAD, Oxford, University of Groningen, WU Vienna) and Asia (Indian School of Business, Tongji University). The topics addressed range from 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"-- 
<br/><br/><label>ISBN: </label>9781138489080  £190.00 9781138489097 
<br/><br/><label>LCCN: </label>2020012634 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.<br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.802 
, C5/2  Segment Book Distributors