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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.

18 Series Titles

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Driving Consumer Engagement in Social Media Influencing Electronic Word of Mouth

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

1st Edition

Forthcoming

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

Forthcoming

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

Forthcoming

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

Forthcoming

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

Forthcoming

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 ...

Understanding the Higher Education Market in Africa

Understanding the Higher Education Market in Africa

1st Edition

Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson
March 06, 2020

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 ...

Food Advertising and Childhood Obesity Examining Food Type, Brand Mascot Physique, Health Message, and Media

Food Advertising and Childhood Obesity: Examining Food Type, Brand Mascot Physique, Health Message, and Media

1st Edition

Fariba Esmaeilpour, Mitra Shabani Nashtaee
January 28, 2020

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 Marketing of Higher Education in Africa

Strategic Marketing of Higher Education in Africa

1st Edition

Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson
January 23, 2020

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...

Digital Disruption in Marketing and Communications A Strategic and Organizational Approach

Digital Disruption in Marketing and Communications: A Strategic and Organizational Approach

1st Edition

Edoardo Magnotta
October 17, 2019

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...

Branding and Positioning in Base of the Pyramid Markets in Africa Innovative Approaches

Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches

1st Edition

Charles Blankson, Stanley Coffie
September 12, 2019

Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous fi rms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad defi nition of base of the pyramid (BoP) ...

Strategic Brand Management in Higher Education

Strategic Brand Management in Higher Education

1st Edition

Bang Nguyen, T.C Melewar, Jane Hemsley-Brown
February 21, 2019

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 ...

Marketing and Mobile Financial Services A Global Perspective on Digital Banking Consumer Behaviour

Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour

1st Edition

Aijaz A. Shaikh, Heikki Karjaluoto
January 15, 2019

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 ...

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