Handbook of Marketing Strategy (Research Handbooks in Business and Management...

Description: Handbook of Marketing Strategy (Research Handbooks in Business and Management series) [Hardcover] Shankar, Venkatesh and Carpenter, Gregory S. Product Overview This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy.This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy. Contributors: T.J. Arnold, G.S. Carpenter, D. Chandrasekaran, J.A. Czepiel, M.G. Dekimpe, C. Frennea, G.F. Gebhardt, K. Gielens, R. Grewal, D.M. Hanssens, K. Helsen, D.L. Hoffman, D.B. Holt, K.E. Jocz, K.L. Keller, R.A. Kerin, V. Kumar, M.B. Leiberman, V. Mittal, D.B. Montgomery, T.P. Novak, R.W. Palmatier, J.A. Quelch, B. Rajan, J.S. Raju, R.C. Rao, B.T. Ratchford, J.H. Roberts, D.D. Rucker, G. Sabnis, R. Sethuraman, V. Shankar, G. Tellis, R. Varadarajan, P.C. Verhoef, R.S. Winer Read more Details Publisher ‏ : ‎ Edward Elgar Publishing (June 30, 2012) Language ‏ : ‎ English Hardcover ‏ : ‎ 528 pages ISBN-10 ‏ : ‎ 1849800987 ISBN-13 ‏ : ‎ 83 Item Weight ‏ : ‎ 2.3 pounds Dimensions ‏ : ‎ 6.75 x 1.25 x 9.75 inches Best Sellers Rank: #7,575,196 in Books (See Top 100 in Books) #1,064 in Industrial Marketing (Books) #1,876 in Global Marketing (Books) #2,547 in International Business (Books) #1,064 in Industrial Marketing (Books) #1,876 in Global Marketing (Books) We have been selling used books since 2012, and we've learned that the most important thing is doing good business. Honesty is our policy. Free Shipping We ship worldwide. We have multiple warehouses around the world, so please note the extended handling time on certain listings.

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