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Routledge Library Editions: Marketing


About the Series

Re-issuing 40 volumes from 1960 - 1999 this set covers the growth of this important sub-discipline of Business Studies.Volumes authored by specialists in marketing from across the globe discuss diverse topics such as:

  • Tourism Marketing
  • Advertising
  • Marketing Strategy & Innovation
  • Marketing in the aviation industry
  • The Rise and Fall of Mass Marketing
  • Marketing in Developing Countries 

28 Series Titles

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Masters of Advertising Copy (RLE Marketing)

Masters of Advertising Copy (RLE Marketing)

1st Edition

Edited By J. George Frederick
December 11, 2015

This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with ...

Advertising for Account Holders (RLE Marketing)

Advertising for Account Holders (RLE Marketing)

1st Edition

By Nigel Linacre
January 21, 2016

The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and ...

Marketing for the Developing Company (RLE Marketing)

Marketing for the Developing Company (RLE Marketing)

1st Edition

By John Winkler
December 21, 2015

This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many ...

The Advertising Agency (RLE Marketing) Procedure and Practice

The Advertising Agency (RLE Marketing): Procedure and Practice

1st Edition

By Floyd Y. Keeler, Albert E. Haase
December 21, 2015

This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the ...

Planning the Corporate Reputation (RLE Marketing)

Planning the Corporate Reputation (RLE Marketing)

1st Edition

By Vic Markham
December 17, 2015

This book reveals the importance of seeking and building an identifiable and favourable corporate identity for the enterprise. The subject is pursued in all its aspects, from the stage of basic market research right through to organization and control of the corporate plan....

Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing)

Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing)

1st Edition

By Stuart St P Slatter
December 11, 2015

This book examines the nature and extent of competition in the pharmaceutical industry and analyses the interaction between market structure and selected elements of the marketing mix. It provides valuable insights into the level of promotional expenditure required to achieve a significant market ...

Marketing Management in Air Transport (RLE Marketing)

Marketing Management in Air Transport (RLE Marketing)

1st Edition

By Jack L. Grumbridge
December 11, 2015

This book is an account of the management and environmental aspects of marketing a major airline, at a time of rapid growth in the aviation industry. It brings out the problems involved in marketing a service as distinct from a commodity, and highlights the special aspects which flow from ...

Adding Value (RLE Marketing) Brands and Marketing in Food and Drink

Adding Value (RLE Marketing): Brands and Marketing in Food and Drink

1st Edition

Edited By Geoffrey G. Jones, Nicholas J. Morgan
November 26, 2015

An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business ...

Competitive Marketing (RLE Marketing) A Strategic Approach

Competitive Marketing (RLE Marketing): A Strategic Approach

1st Edition

By John O'Shaughnessy
November 26, 2015

This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be ...

Corporate Innovation (RLE Marketing) Marketing and Strategy

Corporate Innovation (RLE Marketing): Marketing and Strategy

1st Edition

By Gordon Foxall
November 26, 2015

This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards ...

Export Strategy: Markets and Competition (RLE Marketing)

Export Strategy: Markets and Competition (RLE Marketing)

1st Edition

By Nigel Piercy
November 26, 2015

This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in...

Industrial Advertising Copy (RLE Marketing)

Industrial Advertising Copy (RLE Marketing)

1st Edition

By R. Bigelow Lockwood
November 26, 2015

This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which...

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