E-books: Marketing Communications

  • Macro-Social Marketing Insights: Systems Thinking for Wicked Problems book cover

    Macro-Social Marketing Insights

    Systems Thinking for Wicked Problems, 1st Edition

    Edited by Ann-Marie Kennedy

    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 Interpretive Marketing Research

  • Ethnic Marketing: Theory, Practice and Entrepreneurship book cover

    Ethnic Marketing

    Theory, Practice and Entrepreneurship, 1st Edition

    By Guilherme D. Pires, John Stanton

    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 Studies in Marketing

  • Strategic Marketing for High Technology Products: An Integrated Approach book cover

    Strategic Marketing for High Technology Products

    An Integrated Approach, 1st Edition

    By Thomas Fotiadis

    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 Studies in Innovation, Organizations and Technology

  • Marketing, Rhetoric and Control: The Magical Foundations of Marketing Theory book cover

    Marketing, Rhetoric and Control

    The Magical Foundations of Marketing Theory, 1st Edition

    By Christopher Miles

    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 Studies in Marketing

  • Digital Channels and Social Media Management in Luxury Markets book cover

    Digital Channels and Social Media Management in Luxury Markets

    1st Edition

    By Fabrizio Mosca, Chiara Civera

    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-Giappichelli Studies in Business and Management

  • Communication Strategies for Corporate Leaders: Implications for the Global Market book cover

    Communication Strategies for Corporate Leaders

    Implications for the Global Market, 1st Edition

    By Pragyan Rath, Apoorva Bharadwaj

    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

  • Motivating SMEs to Cooperate and Internationalize: A Dynamic Perspective book cover

    Motivating SMEs to Cooperate and Internationalize

    A Dynamic Perspective, 1st Edition

    By George Tesar, Zsuzsanna Vincze

    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 Studies in Small Business

  • Professional Communication and Network Interaction: A Rhetorical and Ethical Approach book cover

    Professional Communication and Network Interaction

    A Rhetorical and Ethical Approach, 1st Edition

    By Heidi A. McKee, James E. Porter

    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 Studies in Rhetoric and Communication

  • Foundations of Corporate Heritage book cover

    Foundations of Corporate Heritage

    1st Edition

    Edited by John M. T. Balmer

    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

  • The Promise of Social Marketing: A Powerful Tool for Changing the World for Good book cover

    The Promise of Social Marketing

    A Powerful Tool for Changing the World for Good, 1st Edition

    By Chahid Fourali

    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

  • Interactive Business Communities: Accelerating Corporate Innovation through Boundary Networks book cover

    Interactive Business Communities

    Accelerating Corporate Innovation through Boundary Networks, 1st Edition

    By Mitsuru Kodama

    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

  • The Psychology of Consumer Profiling in a Digital Age book cover

    The Psychology of Consumer Profiling in a Digital Age

    1st Edition

    By Barrie Gunter

    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 Studies in Marketing

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