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Marketing Strategy
Six Volume Set
Edited by:
- John Cadogan - Loughborough University, UK
Series:
SAGE Library in Marketing
SAGE Library in Marketing
2 456 pages | SAGE Publications Ltd
In marketing, globally, new challenges are emerging which strategic marketers must face. Researchers are driven to understand and explain the marketing strategy landscape, and to develop tools and instruments that can help marketers shape, implement, and control marketing strategies. This concentration on marketing strategy issues by marketing academics, and the resulting escalation in articles published, means that interested readers approaching the literature are faced with a monumental task. The sheer scale of the literature is the problem: it is too diverse, too fragmented, too vast.
Marketing Strategy sets about correcting this problem. First, the volumes impose an order on the burgeoning marketing strategy literature. In doing so, core thematic topics, and new and emerging areas of interest are represented, and the resulting structure of the major work reflects the new emerging marketing strategy landscape. Second, the volumes contain articles that provide a balanced perspective on the topics covered and allow readers to see how the various aspects of marketing strategy are all interconnected.
Volume 1: Marketing Strategy's Conceptual Foundations: Market Orientation, the Cornerstone of Strategic Marketing Thought
Volume 2: Marketing Strategy Processes and Tools
Volume 3: Marketing-Mix Strategies – Product Strategy and Promotion Strategy
Volume 4: Marketing-Mix Strategies – Distribution Strategy and Pricing Strategy
Volume 5: Marketing Strategy Organization, Implementation and Control
Volume 6: Evolving and Emerging Issues in Marketing Strategy
This reference collection presents an up-to date picture of marketing strategy, one that reflects the historical origins and evolution of marketing strategy thought, and current and emerging themes within the marketing strategy literature.
Marketing Strategy sets about correcting this problem. First, the volumes impose an order on the burgeoning marketing strategy literature. In doing so, core thematic topics, and new and emerging areas of interest are represented, and the resulting structure of the major work reflects the new emerging marketing strategy landscape. Second, the volumes contain articles that provide a balanced perspective on the topics covered and allow readers to see how the various aspects of marketing strategy are all interconnected.
Volume 1: Marketing Strategy's Conceptual Foundations: Market Orientation, the Cornerstone of Strategic Marketing Thought
Volume 2: Marketing Strategy Processes and Tools
Volume 3: Marketing-Mix Strategies – Product Strategy and Promotion Strategy
Volume 4: Marketing-Mix Strategies – Distribution Strategy and Pricing Strategy
Volume 5: Marketing Strategy Organization, Implementation and Control
Volume 6: Evolving and Emerging Issues in Marketing Strategy
This reference collection presents an up-to date picture of marketing strategy, one that reflects the historical origins and evolution of marketing strategy thought, and current and emerging themes within the marketing strategy literature.
VOLUME 1: MARKETING STRATEGY'S CONCEPTUAL FOUNDATIONS: MARKET ORIENTATION, THE CORNERSTONE OF STRATEGIC MARKETING THOUGHT
What is Marketing? The Marketing Concept and Market Orientation
I. The Marketing Concept: Early History
A.P. Felton
F. Houston
II. Marketing-Driven Strategy: From Marketing Concept to Market Orientation
B.A. Lafferty and G.T.M. Hult
J.W. Cadogan
Market Orientation, the Cornerstone of Strategic Marketing Thought
III. Market-Orientation and Strategy Response
S.F. Slater and J.C. Narver
R. Tadepelli and R.A. Avila
C.B. Dobni and G. Luffman
IV. Market-Orientation and Strategic Type
B.A. Lukas
K. Matsuno and J.T. Mentzer
V. Market-Oriented Strategies: Meta Analyses
C.R. Cano, F.A. Carrillat and F. Jaramillo
P.D. Ellis
New Perspective on Market Orientation
VI. Market-Driven Versus Market Driving
B. Jaworski, A.K. Kohli and A. Sahay
N.L. Kumar, L. Scheer and P. Kotler
VII. Market Orientation and Other Strategic Orientations
J.K. Han, N. Kim and R.J. Srivastava
G.T.M. Hult, and D.J. Ketchen, Jr.
VIII. Developing a Market Orientation
R.W. Ruekert
L.C. Harris
J.W. Cadogan, C.C. Cui, R.E. Morgan and V.M. Story
VOLUME 2: MARKETING STRATEGY PROCESSES AND TOOLS
Strategic Marketing Planning
I. Marketing Strategy and Planning
G.E. Greenley
D. Brownlie
George M. Zinkhan and Arun Pereira
II. Models of the Marketing Strategy Process
N.F. Piercy and N.A. Morgan
M. Ghosh and G. John
III. Strategy Initiation and Formation
M.D. Hutt, P.H. Reingen and J.R. Ronchetto, Jr.
L.C. Harris and E. Ogbonna
IV. Strategic Resources and Marketing Capabilities
D.W. Vorhies, M. Harker and C.P. Rao
G. Hooley, G. Greenley, J. Fahy and J. Cadogan
E. Danneels
Analyzing Market Opportunities, Market Evolution and Portfolio Tools
V. Strategic Marketing Environment
D.F. Abell
P.R.T. Varadarajan, T. Clark and W.M. Pride
B.J. Jaworski, D.J. MacInnis and A.K. Kohli
VI. The Product Life Cycle and Product Portfolio
G.J. Hooley
H.C. Barksdale, and C.E. Harris, Jr.
R. Bordley
VIII. Segmentation
W.R. Smith
T.Z. Chang and S-J. Chen
K. Sausen, T. Tomczak and A. Herrmann
VOLUME 3: MARKETING-MIX STRATEGIES - PRODUCT STRATEGY AND PROMOTION STRATEGY
Product Strategy
I. Product Line Strategy
V. Shankar
S. Czellar
II. New Product Strategy
R.G. Cooper
R.K. Chandy and G.J. Tellis
III. Order of Market Entry
G.J. Tellis and P.N. Golder
J.G. Covin, D.P. Slevin and M.B. Helley
Brand and Service Strategy
IV. Brand Strategy
K.L. Keller
A. Strebinger
J. van Rekom, G. Jacobs and P.W.J. Verlegh
V. Service Strategy
V. Mathieu
R.N. Bolton, D. Grewal and M. Levy
R. Kumar and U. Kumar
VI. Services Dominant Logic and Branding
S.L. Vargo and R.F. Lusch
R.J. Brodie, M.S. Glynn and V. Little
VII. Strategic Implications of Service Quality
V.A. Zeithaml
V.A. Zeithaml
Promotion Strategy
VIII Advertising Strategy
C.F. Frazer
M.P. Conchar, M.R. Crask and G.M. Zinkhan
M-C. Boudreau and R.T. Watson
IX. Sales Promotion
C.W. Lee
D. DelVecchio, D.H. Henard and T.H. Freling
B. Gelb, D. Andrews and S.K. Lam
X. The Strategic Role of Sales
W.M. Strahle, R.L. Spiro and F. Acito
M. Harker and D. Harker
S.D. Jap
VOLUME 4: MARKETING-MIX STRATEGIES - DISTRIBUTION STRATEGY AND PRICING STRATEGY
Distribution Strategy
I. Organization and Management Issues
E. Anderson and B.A. Weitz
G.L. Frazier
II. Channel Dynamics, Cooperation and Conflict
J.L. Johnson
B.D. Weinberg, S. Parise and P.J. Guinan
C. Schmitz and T. Wagner
III. Retail Strategy
C.S. Barber and B.C. Tietje
V. Kumar and D. Shah
B. Berman and S. Thelen
IV. Relationship Strategy
A. Dubois and H. Håkansson
T. Hennig-Thurau, K.P. Gwinner and D.D. Gremler
J.B. Heide, K.H. Wathne and A.I. Rokkan
Pricing Strategy
V. Pricing Theory and Practice
P.M. Noble and T.S. Gruca
M.R. Lucas
A. Hinterhuber
VI. The Strategic Role of Price
K. Monroe
R.M. Schindler and T.M. Kibarian
F. Völckner and J. Hofmann
VII. Pricing Strategy
V. Shankar and R.N. Bolton
R.A. Lancioni
P. Ingenbleek, M. Debruyne, R.T. Frambach and T.M.M. Verhallen
VOLUME 5: MARKETING STRATEGY ORGANIZATION AND IMPLEMENTATION
I. The Organization of Marketing Activities
R.W. Ruekert, O.C. Walker, Jr. and K.J. Roering
K. Möller and A. Rajala
II. Strategy-Environment-Fit
J.S. Conant, M.P. Mokwa and P.R. Varadarajan
E.M. Olson, S.F. Slater, and G.T.M. Hult
III. Interfunctional Conflict and Power
B.J. Jaworski, S.M. Young
A. Menon, S.G. Bharadwaj and R. Howell
K. Atuahene-Gima and H. Li
IV. Functional Alignment / Integration
G.J. Badovick and S.E. Beatty
H. Krohmer, C. Homburg and J.P. Workman
J.D. Sherman, W.E. Souder and S.A. Jenssen
V. Strategic Flexibility
I.A. Combe and G.E. Greenley
R.G. Javalgi, T.W. Whipple, A.K. Ghosh and R.B. Young
P. Matthyssens, P. Pauwels and K. Vandenbempt
VII. Implementation
T.V. Bonoma and V.L. Crittenden
J.C. White, J.S. Conant and R. Echambadi
E.R. Thorpe and R.E. Morgan
VI. Internal Marketing Strategies
I. Mohr-Jackson
S.B. Keller, D.F. Lynch, A.E. Ellinger, J. Ozment and R. Calantone
S. Gounaris
VOLUME 6: EVOLVING AND EMERGING ISSUES IN MARKETING STRATEGY
I. Marketing Productivity
J.N. Sheth and R.S. Sisodia
N.A. Morgan, B.H. Clark and R. Gooner
II. Marketing Metrics
Roland T. Rust, Katherine N. Lemon and Valerie A. Zeithaml
S.H. Seggie, E. Cavusgil and S.E. Phelan
III. Global Marketing Strategy
S. Jatusripitak, L. Fahey and P. Kotler
C.A. Solberg.
L.K.S. Lim, F. Acito and A. Rusetski
IV. Alliances
J.D. Townsend
M.K. Rich
W.H. Hoffman
V. Networks
T-Y. Eng
K.G. Pillai
M.F. Neves
VI. Corporate Social Responsibility
G.P. Lantos
C.B. Bhattacharya and A. Sen
VII. E-Marketing
P.R. Varadarajan and M.S. Yadav
S. Krishnamurthy
R.J. Brodie, H. Winklhofer, N.E. Coviello and W.J. Johnston
VIII. Marketing Strategy Theory and Research in the New Millennia
P.R. Varadarajan and S. Jayachandran
G.S. Day and D.B. Montgomery