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 – 2019-03-15
Routledge
Marketing and Consumer Psychology Series
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…
Paperback – 2019-02-01
Routledge
Routledge Communication Series
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 – 2018-12-20
Routledge
Routledge Handbooks in Communication Studies
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 And was appalled by what he found there: a confusing and nonsensical place, where common sense and basic humanity had been replaced by jargon, dehumanising…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
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 – 2018-12-07
Routledge
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 – 2018-11-22
Routledge
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 – 2018-10-27
Routledge
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
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
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
This book brings together a broad and diverse range of new and radical approaches to public relations focussing on the increasingly vital role that visual, sensory and physical elements factors play in shaping communication. Engaging with recent developments in critical and cultural theories, it…
Hardback – 2018-04-05
Routledge
Routledge New Directions in Public Relations & Communication Research
The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and…
Paperback – 2018-03-06
Routledge
Media Practice