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.

part I|37 pages


part II|84 pages


part III|66 pages

Competitors and Environment

chapter 8|16 pages

Competitor Analysis

chapter 9|10 pages

Competitive Advantage

chapter 11|12 pages


Gaining Early- and Late-mover Advantage

part IV|202 pages


chapter 13|17 pages

Global Marketing Organization

chapter 17|14 pages

Co-creation of Value in Service Marketing

An Approach Relevant to Managerial Decision Making

chapter 19|16 pages

Omnichannel Strategy

chapter 20|16 pages

Pricing Strategies

chapter 21|14 pages

Mobile Payment Systems

chapter 23|12 pages

Social Media Strategy

part V|75 pages

Impact of Marketing Strategy

chapter 26|14 pages

Accounting for Intangible Assets

The Strategic Performance of Marketing

chapter 28|27 pages

Customer Lifetime Value

What, How, and Why