The Routledge Companion to Strategic Marketing
Bodo B. Schlegelmilch, Russell S. Winer, Bodo B. Schlegelmilch, Russell S. Winer
- 480 pages
- English
- ePUB (adapté aux mobiles)
- Disponible sur iOS et Android
The Routledge Companion to Strategic Marketing
Bodo B. Schlegelmilch, Russell S. Winer, Bodo B. Schlegelmilch, Russell S. Winer
Ă propos de ce livre
The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present29 specially commissioned chapters, which includeup-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 addressedinclude 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.