Description
The Routledge Companion to Strategic Marketing, (PDF) is your essential resource for navigating the evolving landscape of marketing strategy. Authored by esteemed experts Bodo Schlegelmilch and Russ Winer, this comprehensive edition features 29 specially commissioned chapters that delve into contemporary marketing trends and strategies.
This cutting-edge work brings together insights from leading scholars hailing from distinguished institutions globally, including Europe’s Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, and WU Vienna, as well as top U.S. universities such as Berkeley, Cornell, MIT, New York University, and Texas A&M, along with premier Asian institutions like the Indian School of Business and Tongji University.
Within its pages, you will discover a wealth of information on critical topics such as the economic foundations of marketing strategy, the competitive dynamics of digital marketing, including mobile payment systems and social media tactics, corporate social responsibility in marketing, and methods for measuring the impact of marketing strategies. Each chapter is designed to offer readers an in-depth perspective, thereby enriching your understanding of the multifaceted world of marketing.
This authoritative guide is not only a treasure trove for students and researchers but also serves as a practical tool for marketing professionals and practitioners seeking to enhance their strategic expertise.
PLEASE NOTE: The product includes only the ebook version of The Routledge Companion to Strategic Marketing in PDF format. No access codes are included.
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