Advertising Products

Edited by Eda Gurel-Atay, Lynn R. Kahle

Social values are central to people’s lives, guiding behaviors and judgments and defining who we are. This book advances understanding of consumer social values and their roles in the global marketplace by refining and directing existing knowledge of consumer behaviors. With a diverse set of…

Paperback – 2019-05-21 
Routledge
Marketing and Consumer Psychology Series

Edited by Shelly Rodgers, Esther Thorson

Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and…

Paperback – 2019-05-01 
Routledge
Routledge Communication Series

By Ilhem Allagui

An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book explores the evolution of advertising practices, audiences, digital media and communication technologies in increasingly complex MENA environments. Advertising in…

Hardback – 2019-04-04 
Routledge

Edited by Bang Nguyen, T.C Melewar, Jane Hemsley-Brown

University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher…

Hardback – 2019-02-21
Routledge
Routledge Studies in Marketing

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…

Paperback – 2019-01-08
Routledge

By Charlie Corbett

After more than a decade working as an editor and journalist, Charlie Corbett took his first, tentative steps into the corporate world in 2012. And was appalled by what he found there: a confusing and nonsensical place, where common sense and basic humanity had been replaced by jargon, dehumanising…

Hardback – 2018-12-20
Routledge

Edited by José Antonio Muñiz Velázquez, Cristina M. 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 – 2018-12-13
Routledge
Routledge Handbooks in Communication Studies

By Ari-Veikko Anttiroiko

Globalization affects urban communities in many ways. One of its manifestations is increased intercity competition, which compels cities to increase their attractiveness in terms of capital, entrepreneurship, information, expertise and consumption. This competition takes place in an asymmetric…

Paperback – 2018-10-26
Routledge

Edited by Sukki Yoon, Sangdo Oh

In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and　techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example,…

Paperback – 2018-10-18
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