Del i serien Research Handbooks in Business and Management series

Handbook of Marketing Strategy

Inbunden, Engelska, 2012

AvVenkatesh Shankar,Gregory S. Carpenter

4 779 kr

Beställningsvara. Skickas inom 5-8 vardagar. Fri frakt för medlemmar vid köp för minst 249 kr.

Finns i fler format (1)

Häftad

1 179 kr

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This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy.This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy. Contributors: T.J. Arnold, G.S. Carpenter, D. Chandrasekaran, J.A. Czepiel, M.G. Dekimpe, C. Frennea, G.F. Gebhardt, K. Gielens, R. Grewal, D.M. Hanssens, K. Helsen, D.L. Hoffman, D.B. Holt, K.E. Jocz, K.L. Keller, R.A. Kerin, V. Kumar, M.B. Leiberman, V. Mittal, D.B. Montgomery, T.P. Novak, R.W. Palmatier, J.A. Quelch, B. Rajan, J.S. Raju, R.C. Rao, B.T. Ratchford, J.H. Roberts, D.D. Rucker, G. Sabnis, R. Sethuraman, V. Shankar, G. Tellis, R. Varadarajan, P.C. Verhoef, R.S. Winer

Produktinformation

Utgivningsdatum2012-04-30
Mått169 x 244 x undefined mm
FormatInbunden
SpråkEngelska
SerieResearch Handbooks in Business and Management series
FörlagEdward Elgar Publishing Ltd
ISBN9781849800983

Tillhör följande kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

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

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Del i serien Research Handbooks in Business and Management series

Handbook of Marketing Strategy

Inbunden, Engelska, 2012

AvVenkatesh Shankar,Gregory S. Carpenter

4 779 kr

Beställningsvara. Skickas inom 5-8 vardagar. Fri frakt för medlemmar vid köp för minst 249 kr.

Finns i fler format (1)

Häftad

1 179 kr

Skickas inom 5-8 vardagar

Produktinformation

Utgivningsdatum2012-04-30
Mått169 x 244 x undefined mm
FormatInbunden
SpråkEngelska
SerieResearch Handbooks in Business and Management series
FörlagEdward Elgar Publishing Ltd
ISBN9781849800983

Tillhör följande kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

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