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The Routledge Companion to Strategic Marketing by Ascher, Brianna

The Routledge Companion to Strategic Marketing

by Ascher , Brianna
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Book cover type: Hardcover
  • ISBN13: 9781138489080
  • Binding: Hardcover
  • Subject: Business Management
  • Publisher: T&F
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 576
  • Original Price: GBP 235.0
  • Language: English
  • Edition: N/A
  • Item Weight: 816 grams
  • BISAC Subject(s): Marketing / Industrial

About the 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. About the Author Bodo B. Schlegelmilch is Head of the Institute for International Marketing Management at WU: Vienna University of Economics and Business, Austria.
Russell S. Winer is the William Joyce Professor of Marketing at the Stern School of Business, New York University, U.S.

Bodo B. Schlegelmilch is Head of the Institute for International Marketing Management at WU: Vienna University of Economics and Business, Austria.

Russell S. Winer is the William Joyce Professor of Marketing at the Stern School of Business, New York University, U.S.

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