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The Routledge companion to strategic marketing / edited by Bodo B. Schlegelmilch and Russell S. Winer.
- Format:
- Book
- Series:
- Routledge companions in business, management and accounting
- Routledge handbooks
- Routledge companions
- Language:
- English
- Subjects (All):
- Marketing--Management.
- Marketing.
- Genre:
- Electronic books.
- Physical Description:
- 1 online resource (xxiv, 480 pages) : illustrations.
- Place of Publication:
- New York : Routledge, Taylor & Francis Group, 2021.
- System Details:
- text file
- Biography/History:
- Bodo B. Schlegelmilch is Head of the Institute for International Marketing Management at WU: Vienna University of Economics and Business, Austria. Russell S. Winer is the William Joyce Professor of Marketing at the Stern School of Business, New York University, U.S.
- 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.
- Notes:
- Includes bibliographical references and index.
- Description based on online resource; title from digital title page (viewed on February 02, 2021).
- Other Format:
- Print version: Routledge companion to strategic marketing.
- ISBN:
- 9781351038645
- 9781351038669
- 1351038664
- 1351038648
- 9781351038652
- 1351038656
- 9781351038638
- 135103863X
- OCLC:
- 1145911154
- Access Restriction:
- Restricted for use by site license.
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