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BOOK SERIES


Routledge Studies in Marketing


About the 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.

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Ethnic Hospitality Marketing Authenticity and Quality Constructions in the Greek Food Industry

Ethnic Hospitality Marketing: Authenticity and Quality Constructions in the Greek Food Industry

1st Edition

Forthcoming

By Elena Chatzopoulou
March 17, 2023

Ethnic-themed restaurants are informal but powerful ambassadors for a country’s culture and contributors to local and national economies. Communicating authenticity and quality are essential characteristics in the development of a competitive and effective marketing strategy for restaurants. This ...

Corporate Social Responsibility and Marketing Ethics The Effects of Value-Based Marketing on Consumer Behaviour

Corporate Social Responsibility and Marketing Ethics: The Effects of Value-Based Marketing on Consumer Behaviour

1st Edition

Forthcoming

By Honorata Howaniec
February 24, 2023

Changes in the economy and greater competition force us to adapt our business practices and to take greater account of the needs of consumers and the social problems they care about. Consumers are placing an increasing weight on the social responsibility of the organisations they choose to purchase...

Religion and Consumer Behaviour Influence of Religiosity and Culture on Consumption

Religion and Consumer Behaviour: Influence of Religiosity and Culture on Consumption

1st Edition

Forthcoming

Edited By Gaurav Gupta, Mandakini Paruthi, Shivinder Nijjer
February 20, 2023

Religion is an important part of individual lives, playing a major role in our decision making and puchasing. Understanding the influence of religion on consumer behaviour is therefore an essential practice for business. The COVID-19 pandemic has especially enhanced the influence of consumers’ ...

Brand Management in a Co-Creation Perspective Communication as Constitutive of Brands

Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands

1st Edition

Forthcoming

By Heidi Hansen
January 09, 2023

This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the ...

Building Corporate Identity, Image and Reputation in the Digital Era

Building Corporate Identity, Image and Reputation in the Digital Era

1st Edition

Forthcoming

Edited By T C Melewar, Charles Dennis, Pantea Foroudi
January 09, 2023

Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity ...

New Consumer Culture in China The Flower Market and New Everyday Consumption

New Consumer Culture in China: The Flower Market and New Everyday Consumption

1st Edition

Forthcoming

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 ...

Sustainable Marketing and Customer Value

Sustainable Marketing and Customer Value

1st Edition

Forthcoming

Edited By Subrata Chattopadhyay, Sundeep Singh Sondhi, Arunava Dalal
December 28, 2022

Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation. It discusses the facets in which ...

Artificial Intelligence for Marketing Management

Artificial Intelligence for Marketing Management

1st Edition

Edited By Park Thaichon, Sara Quach
November 10, 2022

Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development and services, has helped to power AI-based market intelligence and customer insights, and improve customer relationship management. This timely book addresses the use of AI in ...

European Consumers in the Digital Era Implications of Technology, Media and Culture on Consumer Behavior

European Consumers in the Digital Era: Implications of Technology, Media and Culture on Consumer Behavior

1st Edition

Edited By Małgorzata Bartosik-Purgat, Nela Filimon
October 18, 2022

Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market. What determinants are inducing these changes in ...

Consumer Ethnocentrism, Country of Origin and Marketing Food Market in Poland

Consumer Ethnocentrism, Country of Origin and Marketing: Food Market in Poland

1st Edition

By Paweł Bryła, Tomasz Domański
October 06, 2022

Country of origin and consumer ethnocentrism are evolving constructs as consumers’ perception of country, state, or region changes over time. Understanding consumer motivations and attitudes towards a country and its products can provide valuable insights for marketing strategies. This book ...

The Dynamics of Influencer Marketing A Multidisciplinary Approach

The Dynamics of Influencer Marketing: A Multidisciplinary Approach

1st Edition

Edited By José M. Álvarez-Monzoncillo
August 08, 2022

YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What ...

Decoding Coca-Cola A Biography of a Global Brand

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 ...

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