THE ROUTLEDGE COMPANION TO STRATEGIC MARKETING

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.