Marketing Communications Products

  • Brand Positioning

    Connecting Marketing Strategy and Communications, 1st Edition

    By Erik Kostelijk, Karel Jan Alsem

    Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning and strategy. Divided into three key parts, the book works step-by-step through the creation of an effective…

    Paperback – 2020-02-18 
    Routledge

  • Fashion Marketing and Communication

    Theory and Practice Across the Fashion Industry, 1st Edition

    By Olga Mitterfellner

    Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together…

    Paperback – 2019-11-14
    Routledge

  • Sustainable Marketing Planning

    1st Edition

    By Neil Richardson

    There are two major parallel challenges facing managers and leaders: first, how to adapt to global changes in markets, competition and supply, and second, how to grow a business while observing recognisably sustainable practices. Companies must now align their values with customers who increasingly…

    Paperback – 2019-11-11
    Routledge

  • Crisis Communication

    Managing Stakeholder Relationships, 1st Edition

    By Audra Diers-Lawson

    Crises come in many shapes and sizes, including media blunders, social media activism, extortion, product tampering, security issues, natural disasters, accidents, and negligence – just to name a few. For organizations, crises are pervasive, challenging, and catastrophic, as well as opportunities…

    Paperback – 2019-10-16
    Routledge

  • Applied Strategic Marketing

    A Step by Step Approach, 1st Edition

    By Karel Jan Alsem

    This book, originally published in Dutch, provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with identifying the value…

    Paperback – 2019-03-05
    Routledge

  • Public Relations Planning

    A Strategic Approach, 1st Edition

    By Edward T. Vieira, Jr.

    Public Relations Planning provides students with an in-depth understanding of the steps involved in planning and executing a successful PR campaign. Taking a strategic approach to the subject, the author brings years of practical experience to the project, helping students see how it all fits…

    Paperback – 2018-10-16
    Routledge

  • Strategic Marketing

    Concepts and Cases, 1st Edition

    By Russell Abratt, Michael Bendixen

    This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand…

    Paperback – 2018-07-04
    Routledge

  • Strategic Integrated Marketing Communications

    3rd Edition

    By Larry Percy

    The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective IMC programme. Throughout, attention is paid to balancing theory with…

    Paperback – 2018-04-24
    Routledge

  • Brand Transformation

    Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy, 1st Edition

    By Keith Glanfield

    To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This…

    Paperback – 2018-02-23
    Routledge

  • Digital Marketing

    A Practical Approach, 3rd Edition

    By Alan Charlesworth

    As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing: A Practical Approach provides a step-by-step guide to implementing the key aspects of online…

    Paperback – 2018-02-06
    Routledge

  • Strategic Communication

    An Introduction, 1st Edition

    By Jesper Falkheimer, Mats Heide

    Strategic communication comprises different forms of goal-oriented communication inside and between organizations, their stakeholders and the society. Strategic communication is an emerging practice and research field integrating established disciplines such as public relations, organizational…

    Paperback – 2018-01-25
    Routledge

  • The Language of Branding

    Theory, Strategies, and Tactics, 1st Edition

    By Dawn Lerman, Robert J. Morais, David Luna

    The Language of Branding: Theory, Strategies and Tactics shows marketers 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 influences how…

    Paperback – 2017-12-13
    Routledge

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