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The Routledge Companion to Strategic Marketing. 戦略的マーケティング必携
・ISBN 978-1-138-48908-0 2020 hard GB£ 260.00
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・ISBN 978-1-138-48909-7 2023 paper GB£ 50.99
￥16,153.- (税込) ※（※）価格はご注文時の参考価格となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-351-03866-9
| 著者・編者 | Schlegelmilch, Bodo B. / Winer, Russell S. (eds.), |
|---|---|
| シリーズ | Routledge Companions in Business, Management and Marketing |
| 出版社 | (Routledge, UK) |
| ページ数 | 480 pp. |
| 言語 | ENG |
| ニュース番号 | ＜658-P2364 659-669＞ |
解説
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.