European Parliament Library

The Routledge companion to strategic marketing, editors, Bodo B. Schlegelmilch, Russell S. Winer

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
Table Of Contents
Fundamentals Customers Competitors and environment Company Impact of marketing strategy
Language
eng
Literary Form
non fiction
Copyright
Physical Description
1 online resource (xxiv, 480 pages), illustrations.
Specific Material Designation
remote
Form Of Item
online
Isbn
9781351038645

Classification

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