Bodo B. Schlegelmilch – författare

The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics.

Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy.

Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.

The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics.

Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy.

Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.

Key Features:

Significantly revised and updated, this textbook is an essential text for both undergraduate and postgraduate students in fields such as information systems, international business and marketing. It will also be beneficial for practitioners involved in data science, data analytics, and market research.

This book examines topical issues in global corporate social responsibility (CSR) from both scholarly and practical perspectives. It offers a variety of viewpoints and cases from countries around the globe and combines them with current academic knowledge.

Intended for students, academics, and managers wishing to keep abreast of the challenges and opportunities for corporations operating in our ever-more-complex globalized world, this book provides fresh insights into responsible business conduct.

Looking to pursue an MBA? The journey can be daunting, but fear not - this book is here to guide you every step of the way.

With so many business schools and programs to choose from, it''s important to know what you''re looking for. That''s where this book comes in. The authors help you understand the differences between full-time, modular, online, and executive MBAs, and provide expert advice on selecting the right program for your unique needs. But that''s not all – the book also shows you how to make the most of your MBA experience, helping you to develop knowledge, skills, and personal growth. It explores the benefits of alumni associations and shows you how an MBA can be a game-changer for your career.

And here''s the best part - you don''t need to spend a fortune on a Harvard or Stanford MBA to achieve your goals. The book introduces you to a range of high-quality MBA programs across the globe, from Europe to China, India to Latin America, that offer top-notch alternatives that won''t break the bank.

Whether you''re a senior manager, entrepreneur, or fresh out of college, this book is the ultimate resource for anyone seeking to unlock their full potential with an MBA.

This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures, managing the relationship between national subsidiaries, regional headquarters and global headquarters, as well as corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.