Advertising Products

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

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

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

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

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

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

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

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

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

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

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

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