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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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Charity Marketing Contemporary Issues, Research and Practice

Charity Marketing: Contemporary Issues, Research and Practice

1st Edition

Forthcoming

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 ...

Evaluating Social Media Marketing Social Proof and Online Buyer Behaviour

Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour

1st Edition

Forthcoming

By Katarzyna Sanak-Kosmowska
November 25, 2021

This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing, and word-of-mouth (WOM) marketing. It ...

Information Asymmetry in Online Advertising

Information Asymmetry in Online Advertising

1st Edition

By Jan W. Wiktor, Katarzyna Sanak-Kosmowska
September 30, 2021

Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and ...

Building Corporate Identity, Image and Reputation in the Digital Era

Building Corporate Identity, Image and Reputation in the Digital Era

1st Edition

Edited By T C Melewar, Charles Dennis, Pantea Foroudi
July 30, 2021

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 ...

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

By Heidi Hansen
July 01, 2021

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 ...

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

By Xi Liu
July 20, 2021

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 ...

Corporate Heritage Marketing Using the Past as a Strategic Asset

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 ...

Driving Consumer Engagement in Social Media Influencing Electronic Word of Mouth

Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth

1st Edition

By Anna Bianchi
December 11, 2020

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 ...

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
December 08, 2020

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 ...

Luxury and Fashion Marketing The Global Perspective

Luxury and Fashion Marketing: The Global Perspective

1st Edition

By Satyendra Singh
December 07, 2020

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

Stakeholder Involvement in Social Marketing: Challenges and Approaches to Engagement

1st Edition

Edited By Kathy Knox, Krzysztof Kubacki, Sharyn Rundle-Thiele
November 26, 2020

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

Internal Marketing: Theories, Perspectives, and Stakeholders

1st Edition

By David M. Brown
October 30, 2020

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 ...

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