E-books: Marketing

  • Trust Building and Boundary Spanning in Cross-Border Management book cover

    Trust Building and Boundary Spanning in Cross-Border Management

    1st Edition

    Edited by Michael Zhang

    This edited book addresses two critical issues in international management: building trust and managing boundary spanning activities between international business partners. The duel-process of internationalization of multinational corporations (MNCs), through globalisation and regionalisation, has…

    eBook – 2018-03-09
    Routledge
    Routledge Studies in Trust Research

  • Celebrity Fans and Their Consumer Behaviour: Autoethnographic Insights into the Life of a Fan book cover

    Celebrity Fans and Their Consumer Behaviour

    Autoethnographic Insights into the Life of a Fan, 1st Edition

    By Markus Wohlfeil

    Ever since the dawn of the Hollywood star system in the early 1920s, consumers have been fascinated by film stars and other celebrities and their seemingly glamorous private lives. The public demand for celebrities has become so pervasive that it is arguably an essential element of our everyday…

    eBook – 2018-01-29
    Routledge
    Routledge Interpretive Marketing Research

  • The Global Football Industry: Marketing Perspectives book cover

    The Global Football Industry

    Marketing Perspectives, 1st Edition

    Edited by James J. Zhang, Brenda G. Pitts

    In recent years, football’s status as "the world’s sport" has shown little sign of waning. From increasing participation at grassroots levels and to the highly lucrative media rights deals secured by the top elite clubs, the game appears to be thriving as it continues to excite and enthral billions…

    eBook – 2018-01-29
    Routledge
    World Association for Sport Management Series

  • Co-Creation, Innovation and New Service Development: The Case of Videogames Industry book cover

    Co-Creation, Innovation and New Service Development

    The Case of Videogames Industry, 1st Edition

    By Jedrzej Czarnota

    Involving customers in the development and production of new services becomes a powerful force across many creative industries. Customers can directly supply the firm with innovative ideas, provide skilled labour, and act as a powerful force in marketing. Firms across the world, as they seek to…

    eBook – 2017-12-22
    Routledge
    Routledge Interpretive Marketing Research

  • Canonical Authors in Consumption Theory book cover

    Canonical Authors in Consumption Theory

    1st Edition

    Edited by Søren Askegaard, Benoît Heilbrunn

    Canonical Authors in Consumption Theory is the first work to compile the contributions of the greatest social thinkers in the global conversation about consumption and consumer culture. A prestigious reference work, it offers original chapters by the world's most prominent thought leaders and…

    eBook – 2017-12-14
    Routledge

  • Foundations of Marketing Thought: The Influence of the German Historical School book cover

    Foundations of Marketing Thought

    The Influence of the German Historical School, 1st Edition

    By D.G. Brian Jones, Mark Tadajewski

    The study and teaching of marketing as a university subject is generally understood to have originated in America during the early 20th century emerging as an applied branch of economics. This book tells a different story describing the influence of the German Historical School on institutional…

    eBook – 2017-12-12
    Routledge
    Routledge Studies in the History of Marketing

  • Islamic Marketing and Branding: Theory and Practice book cover

    Islamic Marketing and Branding

    Theory and Practice, 1st Edition

    Edited by T. C. Melewar, S. F. Syed Alwi

    Islamic Marketing and Branding: Theory and Practice provides a concise mix of theory, primary research findings and practice that will engender confidence in both students and practitioners alike by means of the case study included in each chapter. Through three main parts (Branding and Corporate…

    eBook – 2017-12-06
    Routledge

  • Sports Capitalism: The Foreign Business of American Professional Leagues book cover

    Sports Capitalism

    The Foreign Business of American Professional Leagues, 1st Edition

    By Frank P. Jozsa

    The book focuses on how, when, where and why the US-based professional sports leagues extend their brands and penetrate markets in nations across the globe. The book examines the strategies, progress and expectations of each league despite the cultural, economic and political barriers that exist…

    eBook – 2017-11-28
    Routledge

  • Managing Market Relationships: Methodological and Empirical Insights book cover

    Managing Market Relationships

    Methodological and Empirical Insights, 1st Edition

    By Adam Lindgreen

    Sole reliance on traditional marketing practices can cost a lot of money for little gain. That's why establishing, developing, and maintaining market relationships with customers and other stakeholders is often hailed as an effective means to achieve a sustained competitive market advantage.…

    eBook – 2017-11-28
    Routledge

  • The Principles of Islamic Marketing book cover

    The Principles of Islamic Marketing

    1st Edition

    By Baker Ahmad Alserhan

    The Principles of Islamic Marketing fills a gap in international business literature covering the aspects and values of Islamic business thought. It provides a framework and practical perspectives for understanding and implementing the Islamic marketing code of conduct. It is not a religious book.…

    eBook – 2017-11-28
    Routledge

  • 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
    Routledge-Giappichelli Studies in Business and Management

  • Inclusive Place Branding: Critical Perspectives on Theory and Practice book cover

    Inclusive Place Branding

    Critical Perspectives on Theory and Practice, 1st Edition

    Edited by Mihalis Karavatzis, Massimo Giovanardi, Maria Lichrou

    Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods – catchy slogans, colourful logos, ‘star-chitects’, bidding for City of Culture status etc. – that are applied as…

    eBook – 2017-11-22
    Routledge
    Routledge Studies in Critical Marketing

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