Handbook of Marketing Strategy

Edited by Venkatesh Shankar, Cox School of Business, Southern Methodist University and Gregory S. Carpenter, James Farley/Booz Allen Hamilton Professor of Marketing Strategy and Director, Center for Market Leadership, Kellogg School of Management, Northwestern University, US

• Contents:ForewordPhilip Kotler1. IntroductionVenkatesh Shankar and Gregory S. CarpenterPART I: CONCEPTS AND ORGANIZATIONAL ASPECTS OF MARKETING STRATEGY2. Strategic Marketing and Marketing StrategyRajan Varadarajan3. Market OrientationGary F. GebhardtPART II: UNDERSTANDING COMPETITION4. Competitor AnalysisJohn A. Czepiel and Roger A. Kerin 5. Competition and its Implications for Marketing StrategyGaurav Sabnis and Rajdeep Grewal6. Models of Retail CompetitionRam C. Rao PART III: CUSTOMER-BASED MARKETING STRATEGY7. Customer Lifetime Value Management: Strategies to Measure and Maximize Customer ProfitabilityV. Kumar and Bharath Rajan8. Multichannel Customer Management StrategyPeter C. VerhoefPART IV: MARKETING STRATEGY DECISIONS9. Marketing Resource Allocation StrategyVenkatesh Shankar10. New Product Development in a Strategic ContextJohn H. Roberts 11. Advertising Strategy: Consumer Mindsets and Message AlignmentDerek D. Rucker12. Social Media StrategyDonna L. Hoffman and Thomas P. Novak13. Mobile Marketing StrategyVenkatesh Shankar 14. Channel Relationship StrategyTodd J. Arnold and Robert W. Palmatier15. Behavioral Perspectives on Pricing StrategyRussell S. Winer16. Managing Customer SatisfactionVikas Mittal and Carly FrenneaPART V: BRANDING AND BRAND STRATEGIES17. Brand StrategyKevin Lane Keller 18. Cultural Brand StrategyDouglas B. Holt 19. Private Label Strategies – Myths and RealitiesRaj Sethuraman and Jagmohan S. RajuPART VI: MARKETING STRATEGY DYNAMICS20. First-mover/Pioneer StrategiesMarvin B. Leiberman and David B. Montgomery21. Late-mover Strategies Venkatesh Shankar and Gregory S. Carpenter22. Diffusion and its Implications for Marketing StrategyGerard Tellis and Deepa Chandrasekaran23. International Entry StrategiesKatrijn Gielens, Kristiaan Helsen and Marnik G. DekimpePART VII: IMPACT OF MARKETING STRATEGY24. Marketing Strategy and Firm ValueVenkatesh Shankar 25. Productivity of Marketing StrategyBrian T. Ratchford 26. Short-term and Long-term Effects of Marketing StrategyDominique M. Hanssens and Marnik G. Dekimpe 27. Marketing and DemocracyJohn A. Quelch and Katherine E. JoczIndex