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Macro-social marketing is an approach to solving wicked problems. Wicked problems include obesity, environmental degradation, smoking cessation, fast fashion, gambling, and drug and alcohol abuse. As such, wicked problems are those problems that are so complex and multifaceted, it is difficult to…
eBook – 2019-07-15
Routledge
Routledge Interpretive Marketing Research
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…
eBook – 2018-12-17
Routledge
Routledge Studies in Marketing
In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to product launch. Marketing of technology related products – and especially cutting edge ones – involves a complex and multidimensional…
eBook – 2018-05-08
Routledge
Routledge Studies in Innovation, Organizations and Technology
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…
eBook – 2018-04-19
Routledge
Routledge Studies in Marketing
In recent years, luxury goods markets have faced significant changes that have influenced both the dynamics of the competition, as well as their strategies. The principal changes include the following: new geographical market development, such as in the Far East, India, and some parts of Africa (…
eBook – 2017-11-23
Routledge
Routledge-Giappichelli Studies in Business and Management
Communication is key to success in every aspect of life and ever so in a competitive business environment. This book examines managerial communication from seminal theoretical and demonstrative vantage points through interdisciplinary amalgamation of sciences and the liberal arts. It presents new…
eBook – 2017-11-06
Routledge India
Contemporary Themes in Business and Management
Interest in generally expanding the understanding of small and medium-sized enterprises, especially understanding their strategies and operations to enter international markets, is growing rapidly among researchers and academics globally. Government officials, regional and economic specialists, and…
eBook – 2017-09-18
Routledge
Routledge Studies in Small Business
Digital technologies and social media have changed the processes, products, and interactions of professional communication, reshaping how, when, with whom, and where business professionals communicate. This book examines these changes by asking: How does rhetorical theory need to adapt and develop…
eBook – 2017-06-14
Routledge
Routledge Studies in Rhetoric and Communication
Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance – and challenges – of…
eBook – 2017-03-16
Routledge
Social marketing is an exciting new field of study that promises much to help alleviate many dilemmas of the human condition. It may be associated with any social project undertaken where human interests (short and long term) override commercial ones. The Promise of Social Marketing examines the…
eBook – 2016-07-15
Routledge
Innovation in technology and services was once the result of specialist knowledge developed within a single corporation; now, a single focus on the development of new products and services is no longer enough. In Interactive Business Communities, Mitsuru Kodama shows how a new business approach can…
eBook – 2016-05-23
Routledge
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,…
eBook – 2016-05-05
Routledge
Routledge Studies in Marketing