The Routledge companion to strategic marketing

Cover -- Half Title -- Title Page -- Copyright Page -- Table of contents -- Illustrations -- Editors -- Contributors -- Preface -- Acknowledgments -- Part I Fundamentals -- 1 Foundations of Strategic Marketing -- Introduction -- Strategic Marketing, Market Strategy, and Marketing Strategy -- Strategic Marketing -- Market Strategy -- Marketing Strategy -- Strategic Marketing Decisions: Some Characteristics -- Marketing Strategy Scope -- Marketing Strategy: Choice from among Alternatives versus Relative Emphasis on Alternatives -- Marketing Strategy, Marketing Tactics, and Marketing Management -- Marketing Management versus Marketing Strategy -- Marketing Strategy versus Marketing Tactics -- Marketing Strategy Drivers: Demand Side and Supply Side Drivers -- Strategic Marketing: Fundamental Issues -- Marketing Strategy: Premises -- References -- 2 Economic Foundations of Marketing Strategy -- Introduction -- Pricing Strategy -- Single-product Monopoly Pricing -- Multiproduct Monopoly Pricing -- Durable-goods Pricing -- Customer Recognition and Behavior-based Price Discrimination -- Static Price Competition -- Dynamic Price Competition -- Product Line Strategy and Quality Communication -- Product Line Strategy -- Product Quality Communication -- Distribution Channels and Sales Force Management -- Channel Coordination -- Sales Force Management -- Advertising and Promotion Strategy -- Advertising -- Sales Promotion -- References -- Part II Customers -- 3 Customer Behavior and E-Commerce -- Introduction -- Customer Communication: Interpersonal Influence and Referral -- Word of Mouth -- Influencers -- Purchasing Behavior: Intention, Motivation, and Product Use -- Intention to Purchase -- Acquisition -- Returns -- Brand Perception: Cultural Branding and Brand Attitude -- Crisis -- Communities -- Conclusion -- References.