Handbook of marketing strategy / edited by Venkatesh Shankar and Gregory S. Carpenter
Contributor(s): Shankar, Venkatesh | Carpenter, Gregory S.Call number: 658.802 H236 Material type: BookPublisher: Cheltenham, U.K. ; Northampton, Mass. : Edward Elgar, c2012 Description: xxi, 504 p. : charts.ISBN: 9781849800983 (hbk.).Subject(s): Strategic planning | Marketing
Part I. Concepts and organizational aspects of marketing strategy. 2, Strategic marketing and marketing strategy. 3, Market orientation -- Part II. Understanding competition. 4, Competitor analysis. 5, Competition and its implications for marketing strategy. 6, Models of retail competition -- Part III. Customer-based marketing strategy. 7, Customer lifetime value management: strategies to measure and maximize customer profitability. 8, Multichannel customer management strategy -- Part IV. Marketing strategy decisions. 9, Marketing resource allocation strategy. 10, New product development in a strategic context. 11, Advertising strategy: consumer mindsets and message alignment. 12, Social media strategy. 13, Mobile marketing strategy. 14, Channel relationship strategy. 15, Behavioral perspectives on pricing strategy. 16, Managing customer satisfaction -- Part V. Branding and brand strategies. 17, Brand strategy. 18, Cultural brand strategy. 19, Private label strategies - myths and realities -- Part VI. Marketing strategy dynamics. 20, First-mover/pioneer strategies. 21, Late-mover strategies. 22, Diffusion and its implications for marketing strategy. 23, International entry strategies -- Part VII. Impact of marketing strategy. 24, Marketing strategy and firm value. 25, Productivity of marketing strategy. 26, Short-term and long-term efects of marketing strategy. 27, Marketing and democracy.