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.
New Consumer Culture in China: The Flower Market and New Everyday Consumption
1st Edition
By Xi Liu
January 09, 2023
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 ...
Decoding Coca-Cola: A Biography of a Global Brand
1st Edition
Edited
By Robert Crawford, Linda Brennan, Susie Khamis
August 01, 2022
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 ...
Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth
1st Edition
By Anna Bianchi
August 01, 2022
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 ...
Luxury and Fashion Marketing: The Global Perspective
1st Edition
By Satyendra Singh
August 01, 2022
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 ...
Stakeholder Involvement in Social Marketing: Challenges and Approaches to Engagement
1st Edition
Edited
By Kathy Knox, Krzysztof Kubacki, Sharyn Rundle-Thiele
May 30, 2022
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 ...
Internal Marketing: Theories, Perspectives, and Stakeholders
1st Edition
By David M. Brown
April 29, 2022
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 ...
Charity Marketing: Contemporary Issues, Research and Practice
1st Edition
Edited
By Fran Hyde, Sarah-Louise Mitchell
December 20, 2021
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 ...
Food Advertising and Childhood Obesity: Examining Food Type, Brand Mascot Physique, Health Message, and Media
1st Edition
By Fariba Esmaeilpour, Mitra Shabani Nashtaee
September 30, 2021
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 ...
Strategic Brand Management in Higher Education
1st Edition
Edited
By Bang Nguyen, T.C Melewar, Jane Hemsley-Brown
September 30, 2021
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 ...
Strategic Marketing of Higher Education in Africa
1st Edition
Edited
By Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson
September 30, 2021
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 ...
Understanding the Higher Education Market in Africa
1st Edition
Edited
By Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson
September 30, 2021
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 ...
Digital Disruption in Marketing and Communications: A Strategic and Organizational Approach
1st Edition
By Edoardo Magnotta
June 30, 2021
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...