The Routledge Companion to Strategic Marketing
by Bodo B. Schlegelmilch, Russell S. Winer
1st Edition
Publisher: Routledge
Book Details
| Print ISBN | 9781138489080 |
| eText ISBN | 9781351038645 |
| Publisher | Routledge |
| Publishing Year | 2021 |
| Edition | 1st Edition |
| Language | English |
| Pages | 506 |
The Routledge Companion to Strategic Marketing, 1st Edition, edited by Bodo B. Schlegelmilch and Russell S. Winer, presents scholarly insights into the development, implementation, and assessment of marketing strategy.
The volume addresses economic foundations, customer relationship management frameworks, digital ecosystems, and competitive advantage. It also examines corporate innovation models, social media strategy, corporate social responsibility, and methods for evaluating strategic impact through intangible assets and customer lifetime value.
Featuring 29 specially commissioned chapters from university contributors across the United States, Europe, and Asia, this reference serves as an accessible resource for researchers, students, and practitioners.
Table of Contents
PART I: Fundamentals
Chapter 1: Foundations of Strategic Marketing
Chapter 2: Economic Foundations of Marketing Strategy
PART II: Customers
Chapter 3: Customer Behavior and E- Commerce
Chapter 4: An Updated Framework for Customer Relationship Management
Chapter 5: Customer Journey: From Practice to Theory
Chapter 6: Customer Satisfaction
Chapter 7: Customer Experience Creation in Today’s Digital World
PART III: Competitors and Environment
Chapter 8: Competitor Analysis
Chapter 9: Competitive Advantage
Chapter 10: Digital Ecosystem and Collaboration
Chapter 11: We UBER Yet We GOOGLE: Gaining Early- and Late- mover Advantage
Chapter 12: Competition and the Future of Retailing
PART IV: Company
Chapter 13: Global Marketing Organization
Chapter 14: Allocation of Marketing Resources
Chapter 15: Key Components of a Digital Marketing Strategy
Chapter 16: Sustainable New Product Development Strategies
Chapter 17: Co- creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making
Chapter 18: Designing a Corporate Innovation Strategy: The Cube Solution
Chapter 19: Omnichannel Strategy
Chapter 20: Pricing Strategies
Chapter 21: Mobile Payment Systems
Chapter 22: Marketing Communication Strategy in the Age of Interactive Media
Chapter 23: Social Media Strategy
Chapter 24: Marketing Strategy and Corporate Social Responsibility
Chapter 25: International Market Entry and Expansion
PART V: Impact of Marketing Strategy
Chapter 26: Accounting for Intangible Assets: The Strategic Performance of Marketing
Chapter 27: Market Orientation and Profitability
Chapter 28: Customer Lifetime Value: What, How, and Why
Chapter 29: Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards
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