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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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The Routledge Companion to Strategic Marketing (Hardcover)
Loot Price: R6,771
Discovery Miles 67 710
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The Routledge Companion to Strategic Marketing (Hardcover)
Series: Routledge Companions in Marketing, Advertising and Communication
Expected to ship within 12 - 19 working days
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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.
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