- 480 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
The Routledge Companion to Strategic Marketing
About This Book
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 up-to-date 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 from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed 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.
Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.
Frequently asked questions
1 Foundations of Strategic Marketing
Introduction
Strategic Marketing, Market Strategy, and Marketing Strategy
Strategic Marketing
Any attempt to set limits to a field of intellectual endeavor is inherently futile. Whatever boundaries we set will inevitably omit men whose work should be included. Yet when we stretch the boundaries to bring these men and these works within the field, we inevitably incorporate some we otherwise would have excluded. And what seems to us today firmly entrenched as part of our little community, may yesterday have been an alien enclave and tomorrow may have set itself outside our walls as an independent discipline trying to define its own boundaries.ā¦ To define the limits of a field of inquiry may prove, in the long run, to be only a gesture, but for a start, delimitation, however tentative, is indispensable. The danger is not too great if we keep in mind that any boundaries we establish are an aid to understanding.(Inkeles, 1964, p.1)
Market Strategy
Marketing Strategy
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Table of Contents
- List of Illustrations
- Notes on Editors
- List of Contributors
- Preface
- Acknowledgments
- Part I Fundamentals
- Part II Customers
- Part III Competitors and Environment
- Part IV Company
- Part V Impact of Marketing Strategy
- Index