Advertising Products

By Charlie Corbett

Why read this book? Because in the digital age, where we are daily inundated with useless information, those people who can use language and stories to differentiate themselves will thrive. Personal and corporate brands must be built on ‘authenticity’. And there is no better way to be authentic…

Hardback – 2018-11-05 
Routledge

Edited by José Antonio Muñiz Velázquez, Cristina Pulido

The Routledge Handbook of Positive Communication forms a comprehensive reference point for cross-disciplinary approaches to understanding the central role of communication in the construction of hedonic and eudemonic happiness,or subjective and psychological well-being. Including contributions from…

Hardback – 2018-11-01 
Routledge

By Nicolai Graakjaer

The study of music in commercials is well-suited for exploring the persuasive impact that music has beyond the ability to entertain, edify, and purify its audience. This book focuses on music in commercials from an interpretive text analytical perspective, answering hitherto neglected questions:…

Paperback – 2018-06-08
Routledge
Routledge Interpretive Marketing Research

By Roddy Mullin

In today’s connected world, promotion is fundamental to everything we do to drive business. This is a new edition of an established book, updated with the latest research on the shopper/buyer and how to reach their ‘tipping point’ when the decision to buy is made, now covering mobile, online and…

Paperback – 2018-05-17
Routledge

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…

Hardback – 2018-05-01
Routledge
Routledge Studies in Innovation, Organizations and Technology

Edited by Simon Collister, Sarah Roberts-Bowman

This book brings together a broad and diverse range of new and radical approaches to public relations focussing on the increasingly vital role that visual, sensory and physical elements factors play in shaping communication. Engaging with recent developments in critical and cultural theories, it…

Hardback – 2018-04-05
Routledge
Routledge New Directions in Public Relations & Communication Research

By Helen Powell, Jonathan Hardy, Iain Macrury

The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and…

Paperback – 2018-03-06
Routledge
Media Practice

Edited by Yorgos Zotos, Stacy Grau, Charles R. Taylor

Gender stereotypes are general beliefs about sex-linked traits and roles, psychological characteristics, and behaviors, all of which contribute towards describing women　and men. Gender role stereotyping in advertising has been a critical topic since the 1970s, and there is a long-lasting debate…

Hardback – 2018-02-06
Routledge

By Allan J Kimmel

This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Ideally suited for both students and professionals, the new edition is a complete primer on how psychology informs and explains marketing strategies, and…

Paperback – 2018-01-12
Routledge

Edited by Simon N. Williams, Marion Nestle

Obesity is a global public health problem of crucial importance. Obesity rates remain high in high-income countries and are rapidly increasing in low- and middle- income countries. Concurrently, the global consumption of unhealthy products, such as soft drinks and processed foods, continues to rise…

Paperback – 2018-01-12
Routledge

By Dawn Lerman, Robert J. Morais, David Luna

The Language of Branding: Theory, Strategies and Tactics will teach marketing students how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language…

Paperback – 2017-12-13
Routledge

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 (…

Hardback – 2017-12-01
Routledge
Routledge-Giappichelli Studies in Business and Management