The Routledge Companion to Strategic Marketing

The Routledge Companion to Strategic Marketingoffers 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.