Edited by Bodo B Schlegelmilch and Russell S Winer
Routeledge
This book offers 29 specially commissioned chapters, which comprise cutting-edge thinking on a diverse range of marketing strategy topics. These 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.
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).
Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.
For more details, please see The Routledge Companion to Strategic Marketing which is available to order from www.routledge.com. Enter the code MBA20 at the checkout to receive 20% off your purchase.
