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Handbook of Marketing Strategy

Edited by Venkatesh Shankar, Professor of Marketing and Coleman Chair in Marketing and Marketing Ph.D. Program Director, Mays Business School, Texas A&M University, US and Gregory S. Carpenter, James Farley/Booz Allen Hamilton Professor of Marketing Strategy and Director, Center for Market Leadership, Kellogg School of Management, Northwestern University, US
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.
Extent: 528 pp
Hardback Price: $253.00 Web: $227.70
Publication Date: 2012
ISBN: 978 1 84980 098 3
Availability: In Stock
Paperback Price: $73.00 Web: $58.40
Publication Date: 2013
ISBN: 978 1 78195 154 5
Availability: In Stock
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  • Business and Management
  • Marketing
  • Strategic Management
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
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