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 – 2017-12-20
Routledge
In its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality media and public relations writing with clear, concise instructions for more than 40 types of documents. This multidisciplinary text covers writing for public relations, advertising, sales and marketing,…
Paperback – 2017-12-04
Routledge
Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available…
Paperback – 2017-11-27
Routledge
Rising Consumer Materialism presents a theoretical advancement of materialism research. It identifies eight areas of a consumer's life that are inter-disciplinary and of prime importance towards promoting happy and rewarding lifestyles. This study examines the pre-planned purchase process as the…
Hardback – 2017-11-20
Routledge
Routledge Focus on Business and Management
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 – 2017-11-15
Routledge
This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing…
Paperback – 2017-10-12
Routledge
Much has been written about the men and women who shaped the field of advertising, some of whom became legends in the industry. However, the contributions of African-American women to the advertising business have largely been omitted from these accounts. Yet, evidence reveals that some…
Paperback – 2017-10-12
Routledge
Routledge Studies in the History of Marketing
This book shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing…
Paperback – 2017-10-05
Routledge
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 – 2017-09-30
Routledge
The United States has been near the forefront of global consumption trends since the 1700s, and for the past century and more, Americans have been the world’s foremost consuming people. Informed and inspired by the literature from consumer culture theory, as well as drawing from numerous studies in…
Hardback – 2017-09-21
Routledge
Routledge Studies in the History of Marketing
Hispanic Marketing: The Power of the New Latino Consumer focuses on using cultural insights to connect with Latino consumers. Now in its third edition, the book provides marketers with the skills necessary to perform useful Hispanic market analysis and thus develop effective integrated marketing…
Paperback – 2017-06-20
Routledge
Nonprofit organizations are managing to carry out sophisticated public relations programming that cultivates relationships with their key audiences. Their public relations challenges, however, have routinely been understudied. Budgetary and staffing restraints often limit how these organizations…
Paperback – 2017-06-16
Routledge
Routledge Research in Public Relations