E-books: Marketing

  • Retailing in Emerging Markets: A policy and strategy perspective book cover

    Retailing in Emerging Markets

    A policy and strategy perspective, 1st Edition

    Edited by Malobi Mukherjee, Richard Cuthbertson, Elizabeth Howard

    Retailing is changing extremely rapidly in the emerging economies, both as a driver of social and economic change, and a consequence of economic development and the rise of consumer societies. Changes that took many decades in Europe or North America are happening at a much greater speed in…

    eBook – 2014-09-25
    Routledge Studies in International Business and the World Economy

  • Devising Consumption: Cultural Economies of Insurance, Credit and Spending book cover

    Devising Consumption

    Cultural Economies of Insurance, Credit and Spending, 1st Edition

    By Liz Mcfall

    The book explores the vital role played by the financial service industries in enabling the poor to consume over the last hundred and fifty years. Spending requires means, but these industries offered something else as well – they offered practical marketing devices that captured, captivated and…

    eBook – 2014-09-19

  • Enterprising Initiatives in the Experience Economy: Transforming Social Worlds book cover

    Enterprising Initiatives in the Experience Economy

    Transforming Social Worlds, 1st Edition

    Edited by Britta Timm Knudsen, Dorthe Refslund Christensen, Per Blenker

    Over the last decade, the close relationship between culture and economy - or "the experience economy" – has risen on the agenda.  Although there is an established research field for analysing the economic impact of entrepreneurship, there is currently a limited amount of research that…

    eBook – 2014-09-19
    Routledge Studies in Entrepreneurship

  • Public Relations Ethics and Professionalism: The Shadow of Excellence book cover

    Public Relations Ethics and Professionalism

    The Shadow of Excellence, 1st Edition

    By Johanna Fawkes

    Do professions really place duty to society above clients' or their own interests? If not, how can they be trusted? While some public relations (PR) scholars claim that PR serves society and enhances the democratic process, others suggest that it is little more than propaganda, serving the…

    eBook – 2014-08-01
    Routledge New Directions in PR & Communication Research

  • Organizations and the Media: Organizing in a Mediatized World book cover

    Organizations and the Media

    Organizing in a Mediatized World, 1st Edition

    Edited by Josef Pallas, Lars Strannegård, Stefan Jonsson

    The relationship between media and the organizations they cover has changed dramatically in the last few decades, which have witnessed a huge expansion of news coverage focusing on different types of organizations and their activities. In parallel, organizations have dramatically increased their…

    eBook – 2014-07-17
    Routledge Studies in Management, Organizations and Society

  • Principles of Pharmaceutical Marketing book cover

    Principles of Pharmaceutical Marketing

    3rd Edition

    By Mickey C. Smith Ph.D.

    Principles of Pharmaceutical Marketing, Third Edition offers the perspectives of both those who teach and those who practice pharmaceutical marketing. This reflects the need for and the effort to provide the most relevant “real world” approach to this complex and fascinating field. This…

    eBook – 2014-07-10

  • Marketing the Group Practice: Practical Methods for the Health Care Practitioner book cover

    Marketing the Group Practice

    Practical Methods for the Health Care Practitioner, 1st Edition

    By William Winston

    A practical guide for providers and administrators in the health industry, this stimulating volume explains how to effectively use a variety of marketing practices such as advertising, public relations, fund raising, and “word of mouth” from satisfied clients.…

    eBook – 2014-07-10

  • Brand Mascots: And Other Marketing Animals book cover

    Brand Mascots

    And Other Marketing Animals, 1st Edition

    Edited by Stephen Brown, Sharon Ponsonby-McCabe

    Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity…

    eBook – 2014-06-27

  • Ethical Practice of Social Media in Public Relations book cover

    Ethical Practice of Social Media in Public Relations

    1st Edition

    Edited by Marcia W. DiStaso, Denise Sevick Bortree

    Given the high rate of social media use by the public, organizations are compelled to engage with key audiences through these outlets. Social media engagement requires organizations to actively participate with public groups, and this highly-interactive exchange raises a new set of ethical concerns…

    eBook – 2014-06-27
    Routledge Research in Public Relations

  • Consumer Behavior in Asia: Issues and Marketing Practice book cover

    Consumer Behavior in Asia

    Issues and Marketing Practice, 1st Edition

    By Erdener Kaynak, Tsang-Sing Chan

    Understand the Asian consumer’s demands and effective marketing strategies! The emergence of China as a viable consumer market has created tremendous opportunities for international or multinational firms looking for market entry or expansion in China. At the same time, the evolution of the Chinese…

    eBook – 2014-06-23

  • Positioning Theory and Strategic Communication: A new approach to public relations research and practice book cover

    Positioning Theory and Strategic Communication

    A new approach to public relations research and practice, 1st Edition

    By Melanie James

    In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology – but what are they talking about? Why do some positions taken by organizations crystallize in the minds of audiences, while others fail?  Whilst positioning is not something new in public…

    eBook – 2014-06-13
    Routledge New Directions in PR & Communication Research

  • Business-to-Business: A Global Network Perspective book cover


    A Global Network Perspective, 1st Edition

    By Mario Glowik, Sarah Maria Bruhs

    Contemporary business-to-business (B2B) industries consist of networks of customers, competitors and other stakeholders. Firms which manage their relationships with these important stakeholders are more likely to enjoy a sustained competitive advantage in the international business environment.…

    eBook – 2014-06-05

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