Routledge Studies in Marketing – serie
Visar alla böcker i serien Routledge Studies in Marketing. Handla med fri frakt och snabb leverans.
122 produkter
Strategic Brand Management in Higher Education
Av Bang Nguyen, T.C Melewar m. fl.
Inbunden, 2019
2441 kr
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University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher …
Stakeholder Involvement in Social Marketing
Challenges and Approaches to Engagement
Av Kathy Knox, Krzysztof Kubacki m. fl.
Inbunden, 2020
2512 kr
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This book is the first to provide evidence-based experience to showcase how stakeholder management can be applied within social marketing programs, as well providing contemporary discussions of social marketing research. The book aims to bring practitioners and academics together to address the …
Digital Disruption in Marketing and Communications
A Strategic and Organizational Approach
Inbunden, 2019
2512 kr
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This book sets out the new frontier of marketing and communication through real case histories. Companies must rethink their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI …
New Consumer Culture in China
The Flower Market and New Everyday Consumption
Av Xi Liu
Inbunden, 2021
2512 kr
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This book looks at the recent emergence of "new ordinary consumption," in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own …
Contemporary Consumer Culture Theory
Av John F. Sherry, Eileen M Fischer
Häftad, 2019
742 kr
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Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade. The volume seeks to help break down the silos that have arisen …
Strategic Marketing of Higher Education in Africa
Av Emmanuel Mogaji, Felix Maringe m. fl.
Inbunden, 2020
2441 kr
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Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making.The Higher Education landscape around the …
Addiction as Consumer Choice
Exploring the Cognitive Dimension
Häftad, 2021
742 kr
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A striking characteristic of addictive behavior is the pursuit of immediate reward at the risk of longer-term detrimental outcomes. It is typically accompanied by the expression of a strong desire to cease from or at least control consumption that has such consequences, followed by lapse, further …
Understanding the Higher Education Market in Africa
Av Emmanuel Mogaji, Felix Maringe m. fl.
Inbunden, 2020
2441 kr
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This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher education across the continent; their marketing strategies and the students’ selection process.While acknowledging the vast …
Food Advertising and Childhood Obesity
Examining Food Type, Brand Mascot Physique, Health Message, and Media
Av Fariba Esmaeilpour, Mitra Shabani Nashtaee
Inbunden, 2020
1027 kr
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This book explores the ways in which the environmental factor of advertising can influence children’s food choice and health status, and how it contributes to the significant public health issue of childhood obesity.Food Advertising and Childhood Obesity seeks to gain a better understanding of …
Brand Management in a Co-Creation Perspective
Communication as Constitutive of Brands
Av Heidi Hansen
Inbunden, 2021
2586 kr
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This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the …
Brand Management in a Co-Creation Perspective
Communication as Constitutive of Brands
Av Heidi Hansen
Häftad, 2023
667 kr
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This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the …
Building Corporate Identity, Image and Reputation in the Digital Era
Av T C Melewar, Charles Dennis m. fl.
Inbunden, 2021
2586 kr
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Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and …
Building Corporate Identity, Image and Reputation in the Digital Era
Av T C Melewar, Charles Dennis m. fl.
Häftad, 2023
667 kr
Lägg i varukorg
Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and …
Internal Marketing
Theories, Perspectives, and Stakeholders
Inbunden, 2020
2586 kr
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This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists and areas in which new perspectives may enrich our understanding of this crucial subject.Internal marketing …
Internal Marketing
Theories, Perspectives, and Stakeholders
Häftad, 2022
742 kr
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This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists and areas in which new perspectives may enrich our understanding of this crucial subject.Internal marketing …
Driving Consumer Engagement in Social Media
Influencing Electronic Word of Mouth
Av Anna Bianchi
Inbunden, 2020
2586 kr
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Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in …
Stakeholder Involvement in Social Marketing
Challenges and Approaches to Engagement
Av Kathy Knox, Krzysztof Kubacki m. fl.
Häftad, 2022
691 kr
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This book is the first to provide evidence-based experience to showcase how stakeholder management can be applied within social marketing programs, as well providing contemporary discussions of social marketing research. The book aims to bring practitioners and academics together to address the …
Decoding Coca-Cola
A Biography of a Global Brand
Av Robert Crawford, Linda Brennan m. fl.
Häftad, 2022
712 kr
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This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the …
Driving Consumer Engagement in Social Media
Influencing Electronic Word of Mouth
Av Anna Bianchi
Häftad, 2022
712 kr
Lägg i varukorg
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in …
Evaluating Social Media Marketing
Social Proof and Online Buyer Behaviour
Inbunden, 2021
2586 kr
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This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing, and word-of-mouth (WOM) marketing. It …
Luxury and Fashion Marketing
The Global Perspective
Häftad, 2022
847 kr
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The globalization of the world’s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the …
Evaluating Social Media Marketing
Social Proof and Online Buyer Behaviour
Häftad, 2023
712 kr
Lägg i varukorg
This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing, and word-of-mouth (WOM) marketing. It …
Charity Marketing
Contemporary Issues, Research and Practice
Av Fran Hyde, Sarah-Louise Mitchell
Inbunden, 2021
2586 kr
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Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying. High-profile scandals have knocked public trust and the recent Covid-19 pandemic has illustrated how important it is for charities to provide support in …
Information Asymmetry in Online Advertising
Av Jan W. Wiktor, Katarzyna Sanak-Kosmowska
Inbunden, 2021
2586 kr
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Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and …
Marketing and Mobile Financial Services
A Global Perspective on Digital Banking Consumer Behaviour
Av Aijaz A. Shaikh, Heikki Karjaluoto
Häftad, 2020
742 kr
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Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and FinTech firms as well as other participants, such as PayPal and Amazon, in developing and deploying innovative financial and …
Dynamics of Influencer Marketing
A Multidisciplinary Approach
Av José M. Álvarez-Monzoncillo
Inbunden, 2022
2512 kr
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YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.What …
Information Asymmetry in Online Advertising
Av Jan W. Wiktor, Katarzyna Sanak-Kosmowska
Häftad, 2023
712 kr
Lägg i varukorg
Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and …
Charity Marketing
Contemporary Issues, Research and Practice
Av Fran Hyde, Sarah-Louise Mitchell
Häftad, 2021
652 kr
Lägg i varukorg
Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying. High-profile scandals have knocked public trust and the recent Covid-19 pandemic has illustrated how important it is for charities to provide support in …
Dynamics of Influencer Marketing
A Multidisciplinary Approach
Av José M. Álvarez-Monzoncillo
Häftad, 2024
667 kr
Lägg i varukorg
YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.What …
Ethnic Marketing
Theory, Practice and Entrepreneurship
Av Guilherme Pires, John Stanton
Häftad, 2020
712 kr
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Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant …
