Handbook of Marketing Strategy

Abstract

Contents: PART I: INTRODUCTION Introduction 1. Introduction to Handbook of Marketing Strategy Venkatesh Shankar and Gregory S. Carpenter PART II: CONCEPTS AND ORGANIZATIONAL ASPECTS OF MARKETING STRATEGY 2. Strategic Marketing and Marketing Strategy Rajan Varadarajan 3. Market Orientation Gary F. Gebhardt PART III: UNDERSTANDING COMPETITION 4. Competitor Analysis John Czepiel and Roger Kerin 5. Competition and Implications for Marketing Strategy Gaurav Sabnis and Rajdeep Grewal 6. Models of Retail Competition Ram C. Rao PART IV: CUSTOMER BASED MARKETING STRATEGY 7. Customer Lifetime Value Management V. Kumar and Bharath Rajan 8. Multichannel Customer Management Strategy Peter C. Verhoef PART V: MARKETING STRATEGY DECISIONS 9. Strategic Allocation of Marketing Resources Venkatesh Shankar 10. New Product Development in a Strategic Context John Roberts 11. Advertising Strategy Derek D. Rucker 12. Social Media Strategy Donna Hoffman and Thomas Novak 13. Mobile Marketing Strategy Venkatesh Shankar 14. Channel Relationship Strategy Todd S. Arnold and Robert W. Palmatier 15. Behavioral Perspectives on Pricing Strategy Russell S. Winer 16. Managing Customer Satisfaction Vikas Mittal and Carly Frennea PART VI: BRANDING AND BRAND STRATEGIES 17. Brand Strategy Kevin Lane Keller 18. Cultural Branding Strategy Douglas B. Holt 19. Private Label Strategies Raj Sethuraman and Jagmohan Raju PART VII: MARKETING STRATEGY DYNAMICS 20. First Mover/Pioneer Strategies Marvin B. Leiberman and David B. Montgomery 21. Late Mover Strategies Gregory S. Carpenter and Venkatesh Shankar 22. Diffusion and its Implications for Marketing Strategy Gerard Tellis and Deepa Chandrasekharan 23. International Market Entry Strategy Katrijn Gielens, Kristiaan Helsen and Marnik Dekimpe PART VIII: 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

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