Handbook of Marketing Strategy: (Research Handbooks in Business and Management series)

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

Table of 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

About the Author :
Edited by Venkatesh Shankar, Cox School of Business, Southern Methodist University 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