Advertising Products

By Charles Marsh, David W Guth, Bonnie Poovey Short

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 – 2017-12-01 
Routledge

Edited by Ayantunji Gbadamosi

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

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 – 2017-11-15 
Routledge

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…

Paperback – 2017-10-27 
Routledge
Routledge Studies in the History of Marketing

By Terrence H. Witkowski

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 – 2017-10-19 
Routledge
Routledge Studies in the History of Marketing

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 – 2017-10-12 
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

By Fabrizio Mosca

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

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 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 – 2017-06-16
Routledge
Routledge Research in Public Relations

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