Formulating consistent marketing strategies is a difficult task, but successfully implementing them is even more challenging. This is even more pertinent as marketing strategies quite often incorporate inherent conflicts between major breakthroughs and consolidation. Consequently, marketers need...

Cover -- Half Title -- Title Page -- Copyright Page -- Table of contents -- Illustrations -- Editors -- Contributors -- Preface -- Acknowledgments -- Part I Fundamentals -- 1 Foundations of Strategic Marketing -- Introduction -- Strategic Marketing, Market Strategy, and Marketing Strategy --...

"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...

Given its unique heritage and diversity, Europe deserves and requires distinct marketing attention. This book offers a non-traditional perspective to European marketing by addressing up-to-date issues and challenges for marketers through short cases and relevant received theory. Specific student...

Formulating consistent marketing strategies is a difficult task, but successfully implementing them is even more challenging. This is even more pertinent as marketing strategies quite often incorporate inherent conflicts between major breakthroughs and consolidation. Consequently, marketers need...