Routledge Studies in Marketing
About the Book Series
This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice.
It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.
Brand-to-Brand Engagement: Contemporary Issues in Inter-Brand Communication
1st Edition
Edited
By Denitsa Dineva, Zoe Lee, Federico Mangiò
January 25, 2027
This edited volume provides the first comprehensive examination of brand-to-brand engagement, an emerging form of digital communication in which brands publicly interact with other brands before wider stakeholder audiences. Moving beyond the view of these interactions as isolated social media ...
Artificial Intelligence and Customer Experience: Strategies for Human-Centric and Intelligent Engagement
1st Edition
Edited
By Khalid Mehmood, Manjit Kour
January 22, 2027
Examining how artificial intelligence is affecting business and customer interactions, this book offers a blend of academic and practical expertise on how emerging technologies can create meaningful engagement while businesses maintain their human-centric approach. Spanning the development of ...
Corporate Activism and Social Change: A Semiotic Perspective on Actors, Practices, and Meaning
1st Edition
By Mario D’Arco
December 23, 2026
The book examines how companies and other business actors engage with contested social, political, economic, and environmental issues, and under what conditions such involvement can be understood as activism. Rather than treating corporate activism simply as public stance-taking, it develops a ...
Consumer Decision-Making, Analytics and AI
1st Edition
By Andrew Smith, Evgeniya Lukinova, John Harvey, Gavin Smith, Roberto Mansilla, James Goulding, Georgiana Nica-Avram
October 16, 2026
Many decisions in our lives are decisions we make as consumers and buyers. Analytics- driven marketing underpinned by machine learning and AI has had a seismic impact on the execution of these decisions and on behavioural outcomes. This book dissects processes and issues at the heart of our ...
Disability and Digital Marketing
1st Edition
Edited
By Jonatan Södergren, Niklas Vallström
October 16, 2026
This book explores how digital marketing can drive disability inclusion in consumer culture by addressing accessibility, representation, and research methodologies. It offers practical and theoretical insights for academics, practitioners, and policymakers interested in marketing, communication, ...
Consumer Behavior and Digital Services: Competence, Rights and Protection
1st Edition
By Alicja Fandrejewska-Nowakowska, Monika Eisenbardt, Tomasz Eisenbardt
October 01, 2026
This book analyzes the conditions for the development of e‑services and digital services in the European Union. It covers the technological, legal, ethical, and regulatory perspectives, including the present and anticipated EU regulations and directives, as well as the broader digital environment ...
Digital Ownership and Consumption: Visions of Web3 and the NFT Experiment in Digital Uniqueness
1st Edition
By Domen Bajde
August 27, 2026
This book ventures into new and often-contested terrains of NFT consumption to explore what they reveal about digital ownership. Is there a place for ownership in the digital world? What does it mean to possess something digital? What is the role of uniqueness in digital ownership? How do digital ...
International Competitiveness and Global Markets: Marketing Capabilities of Exporting SMEs
1st Edition
By Mateja Bodlaj, Gregor Pfajfar
July 21, 2026
This book provides a systematic review of the marketing capabilities of exporting small and medium-sized enterprises (SMEs). It identifies key gaps in existing research and offers new directions for future exploration. With a focus on the capabilities required for successful exporting, the book ...
Decolonizing Marketing Theory and Practice: Beyond Inclusivity and Sustainability Debates
1st Edition
Edited
By Hasan Gilani
July 20, 2026
In academic institutions worldwide, the call to decolonize the syllabus, curriculum, and the entire university experience is growing louder and more urgent. Yet, the conversation must extend beyond blogs, hashtags, and social media trends. This book dives deep into the critical need to challenge ...
Digital Currency and Consumption: The Meaning of Money in an Era of Digital Currency
1st Edition
By Jashim Khan, Russell Belk
July 20, 2026
The digitalization of payment modes, combined with the development of Blockchain technology, is shaping the future of digital currency worldwide. Many financial regulators are experimenting with the feasibility of digital currencies nationally in a variety of forms, such as cryptocurrency, virtual ...
Interfaith Marketing: A Cross-Religious Approach
1st Edition
By Frank G. Cabano, Stefan Müller, Katja Gelbrich
July 20, 2026
Religious affiliation and religiosity of consumers can give rise to a differentiation of marketing strategy and marketing mix. They influence the values, habits and attitudes of consumers as well as their decision-making and consumption behavior. This book presents a comprehensive overview of the ...
Market-Oriented Disinformation Research: Digital Advertising, Disinformation and Fake News on Social Media
1st Edition
By Carlos Diaz Ruiz
June 22, 2026
Market-Oriented Disinformation Research explores the spread of false or misleading information online through the lens of marketing theory and consumer research. It examines how the business models of digital platforms and advertising technology firms (AdTech) generate digital markets that ...