Bodo B. Schlegelmilch

Russell S. Winer

"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 the latest 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, among others, from the US (Berkeley, Cornell, MIT, New York University, Texas A & M), Europe (Hanken School of Economics, INSEAD, Oxford, University of Groningen, WU Vienna) and Asia (Indian School of Business, Tongji University). The topics addressed range from 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"--

The Routledge Companion to Strategic Marketing

This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, and examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures and managing the relationship between national subsidiaries, regional headquarters, and global headquarters, as well as corporate social responsibility challenges and pertinent future trends that are likely to affect global business.

An Executive Digest

Global Marketing Strategy

Thomas Rudolph

András Bauer

Josep Franch

Jan Niklas Meise

This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.

Text and Cases

Diversity in European Marketing

Warren J. Keegan

This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations.

A European Perspective

Global Marketing Management

Marketing Ethics: An International Perspective examines the mainstream marketing ethics and theories, placing them in an international context. Throughout the text, country-specific differences are highlighted with particular attention to variations in business ethics. The book also investigates the means by which ethics can best be implemented into organisational/decision-making and focuses on some of the remaining challenges in business ethics. The text includes cases and key readings designed to illustrate major factors in business ethics drawn from real situations. Marketing Ethics: An International Perspective examines the mainstream marketing ethics and theories, placing them in an international context. Throughout the text, country-specific differences are highlighted with particular attention to variations in business ethics. The book also investigates the means by which ethics can best be implemented into organisational/decision-making and focuses on some of the remaining challenges in business ethics. The text includes cases and key readings designed to illustrate major factors in business ethics drawn from real situations.

Bodo B. Schlegelmilch

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