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  • Integrated Marketing Communication

    Advertising and Promotion in a Digital World

    By Jerome M. Juska

    This book is an up-to-date resource that 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…

    Paperback – 2017-10-04 
    Routledge

  • Digital Analytics for Marketing

    By Marshall Sponder, Gohar F. Khan

    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 – 2017-10-02 
    Routledge

  • Public Relations in the Nonprofit Sector

    Theory and Practice

    Edited by Richard D. Waters

    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 – 2017-08-07 
    Routledge
    Routledge Research in Public Relations

  • Hispanic Marketing

    The Power of the New Latino Consumer, 3rd Edition

    By Felipe Korzenny, Sindy Chapa, Betty Ann Korzenny

    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

  • Global Advertising Practice in a Borderless World

    Edited by Robert Crawford, Linda Brennan, Lukas Parker

    Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are…

    Hardback – 2017-06-08
    Routledge
    Routledge Studies in International Business and the World Economy

  • Foundations of Corporate Heritage

    Edited by John M. T. Balmer

    Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance – and challenges – of…

    Hardback – 2017-03-14
    Routledge

  • Digital Advertising

    Theory and Research, 3rd Edition

    Edited by Shelly Rodgers, Esther Thorson

    Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and…

    Paperback – 2017-02-27
    Routledge

  • Promoting Sustainable Living

    Sustainability as an Object of Desire

    By Justyna Karakiewicz, Audrey Yue, Angela Paladino

    Current images of sustainability are often designed to instil fear and force change, not because we believe in it, but because we fear the consequences of inaction. Moving away from negative portrayals of sustainability, this book identifies the factors that motivate people to aspire towards…

    Paperback – 2017-02-16
    Routledge
    Routledge Studies in Sustainability

  • Pioneering African-American Women in the Advertising Business

    Biographies of MAD Black WOMEN

    By Judy Foster Davis

    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 some trailblazing…

    Hardback – 2016-12-02
    Routledge
    Routledge Studies in the History of Marketing

  • Explorations in Critical Studies of Advertising

    Edited by James F. Hamilton, Robert Bodle, Ezequiel Korin

    This volume provides a thoughtful and wide-ranging exploration of approaches to the critical study of advertising. Current and impending practices of advertising have in many ways exceeded the grasp of traditional modes of critique, due at least in part to their being formulated in very different…

    Hardback – 2016-11-10
    Routledge
    Routledge Research in Cultural and Media Studies

  • Consumption and Spirituality

    Edited by Diego Rinallo, Linda Scott, Pauline Maclaran

    This book sheds light on the consumption of spiritual products, services, experiences, and places through state-of-the-art studies by leading and emerging scholars in interpretive consumer research, marketing, sociology, anthropology, cultural, and religious studies. The collection brings together…

    Paperback – 2016-11-10
    Routledge
    Routledge Interpretive Marketing Research

  • Ethics in Advertising

    Making the case for doing the right thing

    By Wally Snyder

    This book provides students and practitioners with a comprehensive overview of the rules and principles associated with ethical advertising practices. With extensive research, and a variety of case studies, and expert opinions, it discusses why advertising ethics is important both to the consumer…

    Paperback – 2016-11-09
    Routledge

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