The Routledge Companion to Strategic Marketing – eBook PDF

Description

The Routledge Companion to Strategic Marketing – eBook PDF

The Routledge Companion to Strategic Marketing, (PDF) provides the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer provides 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 prominent experts from universities around the world. Contributing authors are from, among other Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna), the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), 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, in addition to perspectives on capturing the impact of marketing strategy.
Collectively, this authoritative guide is an accessible tool for students, researchers, and practitioners.

NOTE: The product only includes the ebook, The Routledge Companion to Strategic Marketing in PDF. No access codes are included.