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.
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 on the marketing capabilities of exporting small and medium-sized enterprises. 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 develops a...
Storytelling in Marketing and Brand Communications
1st Edition
By S M A Moin
May 22, 2026
Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how ...
Marketing and Gamification: Applications, Challenges, and Ethics
1st Edition
Edited
By Sahil Gupta, Razia Nagina, Mandakini Paruthi, Gaurav Gupta
May 21, 2026
Gamification plays a major role in individual and business decision-making in today’s digital era, remarkably changing the way businesses perform basic functions. Gamification techniques can be applied to a variety of marketing activities to help marketers create a more immersive and interactive ...
Marketing in Developing Nations: Contemporary Developments, Cases and Problems in Africa, Asia and the Middle East
1st Edition
Edited
By Ayodele C. Oniku
May 21, 2026
The developing markets of Africa, Asia and the Middle East are quickly becoming the future of world economic and trade development. They are affluent in terms of population, resources and market expansion, with rising interests from the EU, United States and multi-national corporations in the ...
Happiness and Well-Being in Customer Experience: Transformative Research in the Time of AI
1st Edition
By Giulia Miniero, Carmela Donato, Michela Addis, Francesco Ricotta
March 18, 2026
Happiness and Well-Being in Customer Experience introduces a comprehensive framework for studying, designing, and assessing customer experiences that foster happiness and well-being. These experiences are being reshaped by artificial intelligence (AI) and emerging technologies, transforming both ...
Creativity in Marketing Education: Storytelling, Imagination and Purpose
1st Edition
By S M A Moin
March 03, 2026
Creativity in Marketing Education: Storytelling, Imagination and Purpose reimagines the classroom as a space where creativity, imagination, and inclusivity drive learning. It reconceptualises every student as a protagonist on a journey of self-discovery, every educator as a guide and catalyst for ...
Visual Methods in Marketing and Consumer Research
1st Edition
Edited
By Fatema Kawaf, Ofer Dekel-Dachs
January 30, 2026
Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research. This book offers a comprehensive ...
The Influence of Western Consumerism on Eastern Culture: A Consumer Behaviour Perspective
1st Edition
By Richard Lee, Quynh Anh Duong, Huda Khan, Muhammad Rashid Saeed, Zhixing Xu
January 22, 2026
This book consolidates and documents the influence of Western consumerism on Eastern culture and values. This book provides a thorough overview of the current knowledge regarding Western consumerism and Eastern cultural values. Drawing upon research into consumer behaviour, social psychology, and ...
Marketing Palliative Care: Ethnography of Dying and the Emergence of Palliative Marketing
1st Edition
By Michele Corengia
December 31, 2025
Marketing Palliative Care explores what happens when marketing is confronted with dying. Drawing on a decade of ethnographic research in palliative contexts across Switzerland, Italy, and the United States, the book unfolds a radical question: can marketing grasp dying? Can it offer not only tools ...
Individuals in B2B Marketing: Sensemaking and Action in Context
1st Edition
Edited
By Maria Ivanova-Gongne, Lasse Torkkeli, Nikolina Koporcic, Wilhelm Barner-Rаsmussen
December 26, 2025
The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s ...
Consumer Culture in Transition: Aesthetic Consumption in China's New Middle Class
1st Edition
By Xi Liu, Guilin Liu, Gaoxiang Xu
December 12, 2025
This book offers case studies on the emergence of aesthetic consumption in China, that is, daily consumption in which aesthetic and spiritual benefits play a dominant role in consumers’ decision-making. The book opens by discussing the rapid economic and cultural development of China, as well as ...
Anthropomorphism and Animism in Advertising: Persuasive Tactics and the Influence on Consumer Behavior
1st Edition
By Małgorzata Karpińska-Krakowiak
October 16, 2025
Traditionally, advertisers have assumed that anthropomorphism (seeing a product as human) and animism (seeing a product as alive) are identical processes, triggering the same consumer responses. This book shows that this assumption is incorrect, often leading to misinterpretations in scholarly ...