E-books: Marketing

  • Nation Branding, Public Relations and Soft Power: Corporatising Poland book cover

    Nation Branding, Public Relations and Soft Power

    Corporatising Poland, 1st Edition

    By Pawel Surowiec

    Nation Branding, Public Relations and Soft Power: Corporatizing Poland provides an empirically grounded analysis of changes in the way in which various actors seek to manage Poland’s national image in world opinion. It explores how and why changes in political economy have shaped these actors and…

    eBook – 2016-08-05
    Routledge
    Routledge New Directions in PR & Communication Research

  • Human Sciences and Human Interests: Integrating the Social, Economic, and Evolutionary Sciences book cover

    Human Sciences and Human Interests

    Integrating the Social, Economic, and Evolutionary Sciences, 1st Edition

    By Mikael Klintman

    Within the disciplines of social, economic, and evolutionary science, a proud ignorance can often be found of the other areas’ approaches. This text provides a novel intellectual basis for breaking this trend. Certainly, Human Sciences and Human Interests aspires to open a broad debate about what…

    eBook – 2016-08-05
    Routledge
    Routledge Advances in Sociology

  • Advertising and Public Memory: Social, Cultural and Historical Perspectives on Ghost Signs book cover

    Advertising and Public Memory

    Social, Cultural and Historical Perspectives on Ghost Signs, 1st Edition

    Edited by Stefan Schutt, Sam Roberts, Leanne White

    This is the first scholarly collection to examine the social and cultural aspects on the worldwide interest in the faded remains of advertising signage (popularly known as ‘ghost signs’). Contributors to this volume examine the complex relationships between the signs and those who…

    eBook – 2016-08-05
    Routledge
    Routledge Research in Cultural and Media Studies

  • The Influence of Values on Consumer Behaviour: The value compass book cover

    The Influence of Values on Consumer Behaviour

    The value compass, 1st Edition

    By Erik Kostelijk

    Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and companies use values to describe the core associations of their brand. Yet despite this, the values concept has received limited attention in…

    eBook – 2016-08-05
    Routledge

  • 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
    Routledge

  • Obstructive Marketing: Restricting Distribution of Products and Services in the Age of Asymmetric Warfare book cover

    Obstructive Marketing

    Restricting Distribution of Products and Services in the Age of Asymmetric Warfare, 1st Edition

    By Maitland Hyslop

    In Obstructive Marketing, Maitland Hyslop deals with a very negative kind of activity which embraces activities, legal or otherwise, designed to prevent or restrict the distribution of a product or service, temporarily or permanently, against the wishes of the product manufacturer, service provider…

    eBook – 2016-05-23
    Routledge

  • 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
    Routledge

  • Corporate Reputation: Managing Opportunities and Threats book cover

    Corporate Reputation

    Managing Opportunities and Threats, 1st Edition

    By Ronald J. Burke, Graeme Martin

    Increasing media scrutiny, global coverage and communication via the internet means corporate reputation can be damaged quickly, and failing to successfully address challenges to corporate reputation has consequences. Companies generally suffer almost ten times the financial loss from damaged…

    eBook – 2016-05-13
    Routledge
    Psychological and Behavioural Aspects of Risk

  • Environmental Advertising in China and the USA: The desire to go green book cover

    Environmental Advertising in China and the USA

    The desire to go green, 1st Edition

    By Xinghua Li

    Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems. However, Chinese consumers have been slow to warm up to eco-friendly products. Consumers prefer SUVs to hybrid cars, health supplements and snake oil medicines to organic foods…

    eBook – 2016-05-05
    Routledge
    Routledge Studies in Environmental Communication and Media

  • 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
    Routledge Studies in Marketing

  • Brand Valuation book cover

    Brand Valuation

    1st Edition

    By Luc Paugam, Paul André, Henri Philippe, Roula Harfouche

    In the new economy where value drivers are shifting from tangible to intangibles resources, brands are the most familiar asset. They are well known by consumers, perceived as a critical component of enterprise value and often motivate large mergers and acquisitions. Yet, brands are a complex…

    eBook – 2016-04-28
    Routledge
    Routledge Studies in Accounting

  • Consumer Culture, Branding and Identity in the New Russia: From Five-year Plan to 4x4 book cover

    Consumer Culture, Branding and Identity in the New Russia

    From Five-year Plan to 4x4, 1st Edition

    By Graham H.J. Roberts

    As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social…

    eBook – 2016-04-14
    Routledge
    Routledge Interpretive Marketing Research

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