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.
Corporate Heritage Marketing: Using the Past as a Strategic Asset
1st Edition
By Angelo Riviezzo, Antonella Garofano, Maria Rosaria Napolitano
May 31, 2021
Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated reading of this marketing strategy, both from a theoretical and a managerial perspective. This book sets out to answer key questions, such ...
Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches
1st Edition
By Charles Blankson, Stanley Coffie
April 01, 2021
Brand management to sustain corporate reputation and customer loyalty isessential for both multinationals and indigenous fi rms in Africa. This bookprovides a practical overview of country branding and positioning activitiesin Africa, based on a broad defi nition of base of the pyramid (BoP) ...
Addiction as Consumer Choice: Exploring the Cognitive Dimension
1st Edition
By Gordon Foxall
March 31, 2021
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 ...
Relationship Marketing in the Digital Age
1st Edition
By Robert Palmatier, Lena Steinhoff
March 31, 2021
The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business ...
Ethnic Marketing: Theory, Practice and Entrepreneurship
1st Edition
By Guilherme Pires, John Stanton
December 18, 2020
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 ...
Marketing, Rhetoric and Control: The Magical Foundations of Marketing Theory
1st Edition
By Christopher Miles
December 18, 2020
Marketing, Rhetoric and Control investigates the tensions that surround the place of persuasion (and, more broadly, control) in marketing. Persuasion has variously been seen as an embarrassment to the discipline, a target for anti-marketing sentiment, the source of marketing’s value in the modern ...
Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour
1st Edition
Edited
By Aijaz A. Shaikh, Heikki Karjaluoto
September 30, 2020
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 ...
Contemporary Consumer Culture Theory
1st Edition
Edited
By John F. Sherry Jr., Eileen M Fischer
June 06, 2019
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...
The Psychology of Consumer Profiling in a Digital Age
1st Edition
By Barrie Gunter
August 07, 2018
Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, ...