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Handbook of Marketing Strategy
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.
More Information
Contributors
Contents
More Information
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.
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
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
Contents
Contents:
Foreword
Philip Kotler
1. Introduction
Venkatesh Shankar and Gregory S. Carpenter
PART I: CONCEPTS AND ORGANIZATIONAL ASPECTS OF MARKETING STRATEGY
2. Strategic Marketing and Marketing Strategy
Rajan Varadarajan
3. Market Orientation
Gary F. Gebhardt
PART II: UNDERSTANDING COMPETITION
4. Competitor Analysis
John A. Czepiel and Roger A. Kerin
5. Competition and its Implications for Marketing Strategy
Gaurav Sabnis and Rajdeep Grewal
6. Models of Retail Competition
Ram C. Rao
PART III: CUSTOMER-BASED MARKETING STRATEGY
7. Customer Lifetime Value Management: Strategies to Measure and Maximize Customer Profitability
V. Kumar and Bharath Rajan
8. Multichannel Customer Management Strategy
Peter C. Verhoef
PART IV: MARKETING STRATEGY DECISIONS
9. Marketing Resource Allocation Strategy
Venkatesh Shankar
10. New Product Development in a Strategic Context
John H. Roberts
11. Advertising Strategy: Consumer Mindsets and Message Alignment
Derek D. Rucker
12. Social Media Strategy
Donna L. Hoffman and Thomas P. Novak
13. Mobile Marketing Strategy
Venkatesh Shankar
14. Channel Relationship Strategy
Todd J. Arnold and Robert W. Palmatier
15. Behavioral Perspectives on Pricing Strategy
Russell S. Winer
16. Managing Customer Satisfaction
Vikas Mittal and Carly Frennea
PART V: BRANDING AND BRAND STRATEGIES
17. Brand Strategy
Kevin Lane Keller
18. Cultural Brand Strategy
Douglas B. Holt
19. Private Label Strategies – Myths and Realities
Raj Sethuraman and Jagmohan S. Raju
PART VI: MARKETING STRATEGY DYNAMICS
20. First-mover/Pioneer Strategies
Marvin B. Leiberman and David B. Montgomery
21. Late-mover Strategies
Venkatesh Shankar and Gregory S. Carpenter
22. Diffusion and its Implications for Marketing Strategy
Gerard Tellis and Deepa Chandrasekaran
23. International Entry Strategies
Katrijn Gielens, Kristiaan Helsen and Marnik G. Dekimpe
PART VII: IMPACT OF MARKETING STRATEGY
24. Marketing Strategy and Firm Value
Venkatesh Shankar
25. Productivity of Marketing Strategy
Brian T. Ratchford
26. Short-term and Long-term Effects of Marketing Strategy
Dominique M. Hanssens and Marnik G. Dekimpe
27. Marketing and Democracy
John A. Quelch and Katherine E. Jocz
Index
Foreword
Philip Kotler
1. Introduction
Venkatesh Shankar and Gregory S. Carpenter
PART I: CONCEPTS AND ORGANIZATIONAL ASPECTS OF MARKETING STRATEGY
2. Strategic Marketing and Marketing Strategy
Rajan Varadarajan
3. Market Orientation
Gary F. Gebhardt
PART II: UNDERSTANDING COMPETITION
4. Competitor Analysis
John A. Czepiel and Roger A. Kerin
5. Competition and its Implications for Marketing Strategy
Gaurav Sabnis and Rajdeep Grewal
6. Models of Retail Competition
Ram C. Rao
PART III: CUSTOMER-BASED MARKETING STRATEGY
7. Customer Lifetime Value Management: Strategies to Measure and Maximize Customer Profitability
V. Kumar and Bharath Rajan
8. Multichannel Customer Management Strategy
Peter C. Verhoef
PART IV: MARKETING STRATEGY DECISIONS
9. Marketing Resource Allocation Strategy
Venkatesh Shankar
10. New Product Development in a Strategic Context
John H. Roberts
11. Advertising Strategy: Consumer Mindsets and Message Alignment
Derek D. Rucker
12. Social Media Strategy
Donna L. Hoffman and Thomas P. Novak
13. Mobile Marketing Strategy
Venkatesh Shankar
14. Channel Relationship Strategy
Todd J. Arnold and Robert W. Palmatier
15. Behavioral Perspectives on Pricing Strategy
Russell S. Winer
16. Managing Customer Satisfaction
Vikas Mittal and Carly Frennea
PART V: BRANDING AND BRAND STRATEGIES
17. Brand Strategy
Kevin Lane Keller
18. Cultural Brand Strategy
Douglas B. Holt
19. Private Label Strategies – Myths and Realities
Raj Sethuraman and Jagmohan S. Raju
PART VI: MARKETING STRATEGY DYNAMICS
20. First-mover/Pioneer Strategies
Marvin B. Leiberman and David B. Montgomery
21. Late-mover Strategies
Venkatesh Shankar and Gregory S. Carpenter
22. Diffusion and its Implications for Marketing Strategy
Gerard Tellis and Deepa Chandrasekaran
23. International Entry Strategies
Katrijn Gielens, Kristiaan Helsen and Marnik G. Dekimpe
PART VII: IMPACT OF MARKETING STRATEGY
24. Marketing Strategy and Firm Value
Venkatesh Shankar
25. Productivity of Marketing Strategy
Brian T. Ratchford
26. Short-term and Long-term Effects of Marketing Strategy
Dominique M. Hanssens and Marnik G. Dekimpe
27. Marketing and Democracy
John A. Quelch and Katherine E. Jocz
Index
