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The Routledge companion to strategic marketing / edited by Bodo B. Schlegelmilch and Russell S. Winer.

Contributor(s): Schlegelmilch, Bodo B [editor.] | Winer, Russell S [editor.].
Material type: materialTypeLabelBookSeries: Routledge companions in business, management & accounting.Publisher: New York, NY : Routledge, 2021.Description: xxiv,480 p.; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781138489080; 9781138489097.Subject(s): Marketing -- Management | MarketingDDC classification: 658.802 Online resources: Publisher's description and Content Page
Contents:
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
Summary: "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"-- Provided by publisher.
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Item type Current location Call number Copy number Status Date due
Monograph Monograph Indian Institute of Management Udaipur
C5/2 		658.802 SBB (Browse shelf) 1 Available

Includes bibliographical references and index.

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

"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"-- Provided by publisher.

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