Marketing Communications Products

  • Narrative by Numbers

    How to Tell Powerful and Purposeful Stories with Data

    By Sam Knowles

    As jobs in the knowledge economy become increasingly similar, there are two core skills that everyone needs if they are going to thrive and succeed and to make a difference. These are the ability to interrogate and make sense of data, and the ability to use the insights extracted from the data to…

    Paperback – 2018-02-01 
    Routledge

  • The Language of Branding

    Theory, Strategies, and Tactics

    By Dawn Lerman, Robert J. Morais, David Luna

    The Language of Branding: Theory, Strategies, and Tactics will teach marketing students how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language…

    Paperback – 2017-12-20 
    Routledge

  • Communicating Corporate Social Responsibility in the Digital Era

    By Adam Lindgreen, Joelle Vanhamme, Rebecca Watkins

    Although literature on corporate social responsibility is vast, research into the use and effectiveness of various communications through digital platforms about such corporate responsibility is scarce. This gap is surprising; communicating about corporate social responsibility initiatives is vital…

    Hardback – 2017-12-15 
    Routledge

  • Digital Channels and Social Media Management in Luxury Markets

    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 – 2017-12-05 
    Routledge

  • Strategic Writing

    Multimedia Writing for Public Relations, Advertising and More, 4th Edition

    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

  • Young Consumer Behaviour

    A Research Companion

    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

  • Communication Strategies for Corporate Leaders

    Implications for the Global Market

    By Pragyan Rath, Apoorva Bharadwaj

    Communication is the key to success in every aspect of life and ever so in a competitive business environment. This book examines managerial communication from seminal theoretical and demonstrative vantage points through an interdisciplinary amalgamation of sciences and the liberal arts. It…

    Hardback – 2017-11-02 
    Routledge India
    Contemporary Themes in Business and Management

  • Social Marketing

    Rebels with a Cause, 3rd Edition

    By Gerard Hastings, Christine Domegan

    Social marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. As a socially conscious marketing student this new edition will arm you with: case studies from across the globe accessible exercises engaging stories, and online…

    Paperback – 2017-10-30 
    Routledge

  • Integrated Marketing Communication

    Advertising and Promotion in a Digital World

    By Jerome M. Juska

    This book 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 appreciate integrated marketing…

    Paperback – 2017-10-06
    Routledge

  • Motivating SMEs to Cooperate and Internationalize

    A Dynamic Perspective

    By George Tesar, Zsuzsanna Vincze

    Interest in generally expanding the understanding of small and medium-sized enterprises, especially understanding their strategies and operations to enter international markets, is growing rapidly among researchers and academics globally. Government officials, regional and economic specialists, and…

    Hardback – 2017-09-22
    Routledge
    Routledge Studies in Small Business

  • Transforming Organizations for the Subscription Economy

    Starting from Scratch

    By Alexander Manu

    The emerging present is a fast-changing context for incumbent organizations, especially in market segments where online behavior is replacing physical proximity, and users engage with digital platforms for the acquisition of products and services. These are platforms that allow users to behave, to…

    Paperback – 2017-08-29
    Routledge

  • Marketing Management and Communications in the Public Sector

    2nd Edition

    By Martial Pasquier, Jean-Patrick Villeneuve

    This updated edition of Marketing Management and Communications in the Public Sector provides a thorough overview of the major concepts in public sector marketing and communications, two fields that have continued to grow in importance for modern public administrations. With extended coverage of…

    Paperback – 2017-08-22
    Routledge
    Routledge Masters in Public Management

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