The Routledge companion to strategic marketing:
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York ; London
Routledge, Taylor & Francis Group
2021
|
| Schriftenreihe: | Routledge companions
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | xxiv, 480 Seiten Illustrationen, Diagramme |
| ISBN: | 9781138489080 9781138489097 |
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Datensatz im Suchindex
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| adam_text | Contents List of Illustrations Notes on Editors List of Contributors Preface Acknowledgments ix xi xiii xxiii xxv PARTI Fundamentals 1 Foundations of Strategic Marketing 1 3 RAJAN VARADARAJAN 2 Economic Foundations of Marketing Strategy 20 J. MIGUEL VILLAS-BOAS AND JUANJUAN ZHANG PART II Customers 39 3 41 Customer Behavior and E-Commerce ASHLEE HUMPHREYS 4 An Updated Framework for Customer Relationship Management 56 RUSSELL S. WINER 5 Customer Journey: From Practice to Theory PATRICIA HARRIS, HARALD POL, AND GERR1TA VAN DER VEEN 67
vi Contents 6 Customer Satisfaction 91 RUTH N. BOLTON 7 Customer Experience Creation in Today’s Digital World 107 PETER C. VERHOEF PART III Competitors and Environment 8 Competitor Analysis 123 125 JOHN A. CZEPIEL 9 Competitive Advantage 141 JOHN B. FORD 10 Digital Ecosystem and Collaboration 151 ANANDHI BHARADWAJ AND JINSOO YEO 11 We UBER Yet We GOOGLE: Gaining Early- and Late-mover Advantage 163 GREGORY S- CARPENTER 12 Competition and the Future of Retailing 175 MATTHEW J. ROBSON PART IV Company 189 13 Global Marketing Organization 191 SHAOMING ZOU 14 Allocation of Marketing Resources 208 VENKATESH SHANKAR 15 Key Components of a Digital Marketing Strategy 231 P. K. KANNAN 16 Sustainable New Product Development Strategies MARIUS C. CLAUDY 245
Contents 17 Co-creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making vii 261 CHRISTIAN GRÖNROOS 18 Designing a Corporate Innovation Strategy: The Cube Solution 275 CHRISTIANE PRANGE AND BODO В. SCHLEGELMILCH 19 Omnichannel Strategy 293 RAJKUMAR VENKATESAN AND S. ARUNACHALAM 20 Pricing Strategies 309 MANISH GANGWAR AND VITHALA R. RAO 21 Mobile Payment Systems 325 PRZEMYSŁAW JEZIORSKI 22 Marketing Communication Strategy in the Age of Interactive Media 339 CHARLES F. HOFACKER 23 Social Media Strategy 352 ANDREW T. STEPHEN 24 Marketing Strategy and Corporate SocialResponsibility 364 SOFÍA LÓPEZ-RODRÍGUEZ AND N. CRAIG SMITH 25 International Market Entry and Expansion 377 NIKOLETTA-THEOFANIA SIAMAGKA AND KEITH D. BROUTHERS PART V Impact of Marketing Strategy 391 26 Accounting for Intangible Assets: The Strategic Performance of Marketing 393 DAVID STEWART AND NEIL MORGAN 27 Market Orientation and Profitability 407 JOHN W. CADOGAN 28 Customer Lifetime Value: What, How, and Why V. KUMAR AND BHARATH RAJAN 422
viii Contents 29 Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards 449 NADIA ABOU NABOUT AND SILA ADA Index 466
Contents List of Illustrations Notes on Editors List of Contributors Preface Acknowledgments ix xi xiii xxiii xxv PARTI Fundamentals 1 Foundations of Strategic Marketing 1 3 RAJAN VARADARAJAN 2 Economic Foundations of Marketing Strategy 20 J. MIGUEL VILLAS-BOAS AND JUANJUAN ZHANG PART II Customers 39 3 41 Customer Behavior and E-Commerce ASHLEE HUMPHREYS 4 An Updated Framework for Customer Relationship Management 56 RUSSELL S. WINER 5 Customer Journey: From Practice to Theory PATRICIA HARRIS, HARALD POL, AND GERR1TA VAN DER VEEN 67
vi Contents 6 Customer Satisfaction 91 RUTH N. BOLTON 7 Customer Experience Creation in Today’s Digital World 107 PETER C. VERHOEF PART III Competitors and Environment 8 Competitor Analysis 123 125 JOHN A. CZEPIEL 9 Competitive Advantage 141 JOHN B. FORD 10 Digital Ecosystem and Collaboration 151 ANANDHI BHARADWAJ AND JINSOO YEO 11 We UBER Yet We GOOGLE: Gaining Early- and Late-mover Advantage 163 GREGORY S- CARPENTER 12 Competition and the Future of Retailing 175 MATTHEW J. ROBSON PART IV Company 189 13 Global Marketing Organization 191 SHAOMING ZOU 14 Allocation of Marketing Resources 208 VENKATESH SHANKAR 15 Key Components of a Digital Marketing Strategy 231 P. K. KANNAN 16 Sustainable New Product Development Strategies MARIUS C. CLAUDY 245
Contents 17 Co-creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making vii 261 CHRISTIAN GRÖNROOS 18 Designing a Corporate Innovation Strategy: The Cube Solution 275 CHRISTIANE PRANGE AND BODO В. SCHLEGELMILCH 19 Omnichannel Strategy 293 RAJKUMAR VENKATESAN AND S. ARUNACHALAM 20 Pricing Strategies 309 MANISH GANGWAR AND VITHALA R. RAO 21 Mobile Payment Systems 325 PRZEMYSŁAW JEZIORSKI 22 Marketing Communication Strategy in the Age of Interactive Media 339 CHARLES F. HOFACKER 23 Social Media Strategy 352 ANDREW T. STEPHEN 24 Marketing Strategy and Corporate SocialResponsibility 364 SOFÍA LÓPEZ-RODRÍGUEZ AND N. CRAIG SMITH 25 International Market Entry and Expansion 377 NIKOLETTA-THEOFANIA SIAMAGKA AND KEITH D. BROUTHERS PART V Impact of Marketing Strategy 391 26 Accounting for Intangible Assets: The Strategic Performance of Marketing 393 DAVID STEWART AND NEIL MORGAN 27 Market Orientation and Profitability 407 JOHN W. CADOGAN 28 Customer Lifetime Value: What, How, and Why V. KUMAR AND BHARATH RAJAN 422
viii Contents 29 Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards 449 NADIA ABOU NABOUT AND SILA ADA Index 466
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| adam_txt |
Contents List of Illustrations Notes on Editors List of Contributors Preface Acknowledgments ix xi xiii xxiii xxv PARTI Fundamentals 1 Foundations of Strategic Marketing 1 3 RAJAN VARADARAJAN 2 Economic Foundations of Marketing Strategy 20 J. MIGUEL VILLAS-BOAS AND JUANJUAN ZHANG PART II Customers 39 3 41 Customer Behavior and E-Commerce ASHLEE HUMPHREYS 4 An Updated Framework for Customer Relationship Management 56 RUSSELL S. WINER 5 Customer Journey: From Practice to Theory PATRICIA HARRIS, HARALD POL, AND GERR1TA VAN DER VEEN 67
vi Contents 6 Customer Satisfaction 91 RUTH N. BOLTON 7 Customer Experience Creation in Today’s Digital World 107 PETER C. VERHOEF PART III Competitors and Environment 8 Competitor Analysis 123 125 JOHN A. CZEPIEL 9 Competitive Advantage 141 JOHN B. FORD 10 Digital Ecosystem and Collaboration 151 ANANDHI BHARADWAJ AND JINSOO YEO 11 We UBER Yet We GOOGLE: Gaining Early- and Late-mover Advantage 163 GREGORY S- CARPENTER 12 Competition and the Future of Retailing 175 MATTHEW J. ROBSON PART IV Company 189 13 Global Marketing Organization 191 SHAOMING ZOU 14 Allocation of Marketing Resources 208 VENKATESH SHANKAR 15 Key Components of a Digital Marketing Strategy 231 P. K. KANNAN 16 Sustainable New Product Development Strategies MARIUS C. CLAUDY 245
Contents 17 Co-creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making vii 261 CHRISTIAN GRÖNROOS 18 Designing a Corporate Innovation Strategy: The Cube Solution 275 CHRISTIANE PRANGE AND BODO В. SCHLEGELMILCH 19 Omnichannel Strategy 293 RAJKUMAR VENKATESAN AND S. ARUNACHALAM 20 Pricing Strategies 309 MANISH GANGWAR AND VITHALA R. RAO 21 Mobile Payment Systems 325 PRZEMYSŁAW JEZIORSKI 22 Marketing Communication Strategy in the Age of Interactive Media 339 CHARLES F. HOFACKER 23 Social Media Strategy 352 ANDREW T. STEPHEN 24 Marketing Strategy and Corporate SocialResponsibility 364 SOFÍA LÓPEZ-RODRÍGUEZ AND N. CRAIG SMITH 25 International Market Entry and Expansion 377 NIKOLETTA-THEOFANIA SIAMAGKA AND KEITH D. BROUTHERS PART V Impact of Marketing Strategy 391 26 Accounting for Intangible Assets: The Strategic Performance of Marketing 393 DAVID STEWART AND NEIL MORGAN 27 Market Orientation and Profitability 407 JOHN W. CADOGAN 28 Customer Lifetime Value: What, How, and Why V. KUMAR AND BHARATH RAJAN 422
viii Contents 29 Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards 449 NADIA ABOU NABOUT AND SILA ADA Index 466
Contents List of Illustrations Notes on Editors List of Contributors Preface Acknowledgments ix xi xiii xxiii xxv PARTI Fundamentals 1 Foundations of Strategic Marketing 1 3 RAJAN VARADARAJAN 2 Economic Foundations of Marketing Strategy 20 J. MIGUEL VILLAS-BOAS AND JUANJUAN ZHANG PART II Customers 39 3 41 Customer Behavior and E-Commerce ASHLEE HUMPHREYS 4 An Updated Framework for Customer Relationship Management 56 RUSSELL S. WINER 5 Customer Journey: From Practice to Theory PATRICIA HARRIS, HARALD POL, AND GERR1TA VAN DER VEEN 67
vi Contents 6 Customer Satisfaction 91 RUTH N. BOLTON 7 Customer Experience Creation in Today’s Digital World 107 PETER C. VERHOEF PART III Competitors and Environment 8 Competitor Analysis 123 125 JOHN A. CZEPIEL 9 Competitive Advantage 141 JOHN B. FORD 10 Digital Ecosystem and Collaboration 151 ANANDHI BHARADWAJ AND JINSOO YEO 11 We UBER Yet We GOOGLE: Gaining Early- and Late-mover Advantage 163 GREGORY S- CARPENTER 12 Competition and the Future of Retailing 175 MATTHEW J. ROBSON PART IV Company 189 13 Global Marketing Organization 191 SHAOMING ZOU 14 Allocation of Marketing Resources 208 VENKATESH SHANKAR 15 Key Components of a Digital Marketing Strategy 231 P. K. KANNAN 16 Sustainable New Product Development Strategies MARIUS C. CLAUDY 245
Contents 17 Co-creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making vii 261 CHRISTIAN GRÖNROOS 18 Designing a Corporate Innovation Strategy: The Cube Solution 275 CHRISTIANE PRANGE AND BODO В. SCHLEGELMILCH 19 Omnichannel Strategy 293 RAJKUMAR VENKATESAN AND S. ARUNACHALAM 20 Pricing Strategies 309 MANISH GANGWAR AND VITHALA R. RAO 21 Mobile Payment Systems 325 PRZEMYSŁAW JEZIORSKI 22 Marketing Communication Strategy in the Age of Interactive Media 339 CHARLES F. HOFACKER 23 Social Media Strategy 352 ANDREW T. STEPHEN 24 Marketing Strategy and Corporate SocialResponsibility 364 SOFÍA LÓPEZ-RODRÍGUEZ AND N. CRAIG SMITH 25 International Market Entry and Expansion 377 NIKOLETTA-THEOFANIA SIAMAGKA AND KEITH D. BROUTHERS PART V Impact of Marketing Strategy 391 26 Accounting for Intangible Assets: The Strategic Performance of Marketing 393 DAVID STEWART AND NEIL MORGAN 27 Market Orientation and Profitability 407 JOHN W. CADOGAN 28 Customer Lifetime Value: What, How, and Why V. KUMAR AND BHARATH RAJAN 422
viii Contents 29 Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards 449 NADIA ABOU NABOUT AND SILA ADA Index 466 |
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| spelling | The Routledge companion to strategic marketing edited by Bodo B. Schlegelmilch and Russell S. Winer New York ; London Routledge, Taylor & Francis Group 2021 xxiv, 480 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Routledge companions Literaturangaben Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s DE-604 Schlegelmilch, Bodo B. 1955- (DE-588)123084865 edt Winer, Russell S. 1951- (DE-588)138781354 edt Erscheint auch als Online-Ausgabe 978-1-351-03866-9 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032278358&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032278358&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The Routledge companion to strategic marketing Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
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| title | The Routledge companion to strategic marketing |
| title_auth | The Routledge companion to strategic marketing |
| title_exact_search | The Routledge companion to strategic marketing |
| title_exact_search_txtP | The Routledge companion to strategic marketing |
| title_full | The Routledge companion to strategic marketing edited by Bodo B. Schlegelmilch and Russell S. Winer |
| title_fullStr | The Routledge companion to strategic marketing edited by Bodo B. Schlegelmilch and Russell S. Winer |
| title_full_unstemmed | The Routledge companion to strategic marketing edited by Bodo B. Schlegelmilch and Russell S. Winer |
| title_short | The Routledge companion to strategic marketing |
| title_sort | the routledge companion to strategic marketing |
| topic | Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Strategisches Management Marketing Aufsatzsammlung |
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