E-books: Brand Management

  • Brazilian Mobilities book cover

    Brazilian Mobilities

    1st Edition

    Edited by Maria Alice De Faria Nogueira, Camila Maria dos Santos Moraes

    Brazilian Mobilities presents an overview of the diversity of mobility studies developed in Brazil. It builds a picture of a strong Latin-American perspective emerging in the field of mobilities research, which provides unique insight into the complex dynamics of mobilities in the emerging…

    eBook – 2020-02-17
    Routledge
    Changing Mobilities

  • Public Relations, Branding and Authenticity: Brand Communications in the Digital Age book cover

    Public Relations, Branding and Authenticity

    Brand Communications in the Digital Age, 1st Edition

    By Sian Rees

    Public Relations, Branding and Authenticity: Brand Communications in the Digital Age explores the role of PR and branding in society by considering the notion of authentic communications within the context of an emerging digital media environment. This qualitative analysis explores the challenge…

    eBook – 2020-01-31
    Routledge
    Routledge New Directions in PR & Communication Research

  • Branding Diversity: New Advertising and Cultural Strategies book cover

    Branding Diversity

    New Advertising and Cultural Strategies, 1st Edition

    By Susie Khamis

    Branding Diversity considers how brands both reflect and affect contemporary discussions of cultural diversity. Advancing an innovative, critical perspective on advertising, the book challenges the latent assumption that advertisers are inherently conservative and reluctant to represent anything…

    eBook – 2020-01-27
    Routledge
    Routledge Critical Advertising Studies

  • Brand Positioning: Connecting Marketing Strategy and Communications book cover

    Brand Positioning

    Connecting Marketing Strategy and Communications, 1st Edition

    By Erik Kostelijk, Karel Jan Alsem

    Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective…

    eBook – 2020-01-23
    Routledge

  • Contemporary Issues in Branding book cover

    Contemporary Issues in Branding

    1st Edition

    Edited by Pantea Foroudi, Maria Palazzo

    This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present…

    eBook – 2019-12-06
    Routledge

  • Museum Marketization: Cultural Institutions in the Neoliberal Era book cover

    Museum Marketization

    Cultural Institutions in the Neoliberal Era, 1st Edition

    Edited by Karin M. Ekström

    This wide-ranging book explores the impact of marketization on the creative industries. With critical perspectives from a variety of disciplines and global experts, numerous examples from international cultural institutions are employed to illuminate the topic. Culture and business have become…

    eBook – 2019-12-06
    Routledge
    Mastering Management in the Creative and Cultural Industries

  • Market Assessment with OR Applications book cover

    Market Assessment with OR Applications

    1st Edition

    By Adarsh Anand, Deepti Aggrawal, Mohini Agarwal

    This book provides an understanding of the concept of marketing and its role in business and public organization including the need for scientific marketing analysis. It includes a variety of mathematical models applied for better decision making, promotional decisions in the presence of…

    eBook – 2019-12-06
    CRC Press
    Mathematical Engineering, Manufacturing, and Management Sciences

  • Place Branding: Connecting Tourist Experiences to Places book cover

    Place Branding

    Connecting Tourist Experiences to Places, 1st Edition

    Edited by Pantea Foroudi, Chiara Mauri, Charles Dennis, T C Melewar

    Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand. Place…

    eBook – 2019-11-28
    Routledge

  • Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry book cover

    Fashion Marketing and Communication

    Theory and Practice Across the Fashion Industry, 1st Edition

    By Olga Mitterfellner

    Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together…

    eBook – 2019-11-14
    Routledge

  • Sport Branding Insights book cover

    Sport Branding Insights

    1st Edition

    By Constantino Stavros, Aaron C.T. Smith

    In a sporting world dominated by media and money, an understanding of sport branding is an essential skill for any sport manager. Success means being able to ‘brand’ – and therefore differentiate – a sport club, player, code, or event in a highly competitive entertainment market. For anyone seeking…

    eBook – 2019-10-28
    Routledge
    Sport Business Insights

  • The Evolution of Luxury book cover

    The Evolution of Luxury

    1st Edition

    By Ian Malcolm Taplin

    This book offers a unique analysis of how our definitions of luxury have changed over the ages, and with that the role and actions of both suppliers and buyers of luxury products. It traces the way luxury was seen as avarice and emblematic of morally corrosive behavior in past societies, to being…

    eBook – 2019-09-11
    Routledge

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

    Branding and Positioning in Base of the Pyramid Markets in Africa

    Innovative Approaches, 1st Edition

    By Charles Blankson, Stanley Coffie

    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)…

    eBook – 2019-09-10
    Routledge
    Routledge Studies in Marketing

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