Marketing Communications Products

  • Brand Management

    Mastering Research, Theory and Practice, 3rd Edition

    By Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

    Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the "quick fixes" of branding, it offers a comprehensive overview of brand management theories from…

    Paperback – 2020-05-26 
    Routledge

  • How To Be Insightful

    Unlocking the Superpower that drives Innovation, 1st Edition

    By Sam Knowles

    How do we advance? As individuals, families, and businesses? As societies, nations, and as a species? In a world where it’s said there is nothing new under the sun, we humans are remarkably resourceful at creating new things. The key to innovation is understanding, but not just by using facts, data…

    Paperback – 2020-05-26 
    Routledge

  • The Hero Trap

    How to Win in a Post-Purpose Market by Putting People in Charge, 1st Edition

    By Thomas Kolster

    A single tweet from an irate customer can topple a CEO, much like a new business formed by a twenty-something can disrupt business empires. Market economists have told us that we’re driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a…

    Paperback – 2020-05-21 
    Routledge

  • Promoting Property

    Insight, Experience and Best Practice, 1st Edition

    Edited by Penny Norton, Liz Male

    This book explores the wide-ranging elements of property PR in the UK, with a strong emphasis on communications theory, strategy and technique. The editors begin with an introduction to the property cycle and the role of property PR within it; consideration of the changes and challenges facing the…

    Paperback – 2020-04-09 
    Routledge

  • Sponsorship in Marketing

    Effective Partnerships in Sports, Arts and Events, 2nd Edition

    By T. Bettina Cornwell

    Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned,…

    Paperback – 2020-03-17 
    Routledge

  • Brazilian Mobilities

    1st Edition

    Edited by Maria Alice De Faria Nogueira, Camila Maria dos Santos Moraes

    Brazilian Mobilities presents an overview of the diversity of mobility studies developed in Brazil. It builds a picture of a strong Latin-American perspective emerging in the field of mobilities research, which provides unique insight into the complex dynamics of mobilities in the emerging…

    Hardback – 2020-03-05 
    Routledge
    Changing Mobilities

  • Public Relations, Branding and Authenticity

    Brand Communications in the Digital Age, 1st Edition

    By Sian Rees

    Public Relations, Branding and Authenticity: Brand Communications in the Digital Age explores the role of PR and branding in society by considering the notion of authentic communications within the context of an emerging digital media environment. This qualitative analysis explores the challenge…

    Hardback – 2020-03-03 
    Routledge
    Routledge New Directions in PR & Communication Research

  • Branding Diversity

    New Advertising and Cultural Strategies, 1st Edition

    By Susie Khamis

    Branding Diversity considers how brands both reflect and affect contemporary discussions of cultural diversity. Advancing an innovative, critical perspective on advertising, the book challenges the latent assumption that advertisers are inherently conservative and reluctant to represent anything…

    Hardback – 2020-02-13 
    Routledge
    Routledge Critical Advertising Studies

  • 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 strategy. Divided into three key parts, the book works step-by-step through the creation of an effective…

    Paperback – 2020-02-13 
    Routledge

  • Food Advertising and Childhood Obesity

    Examining Food Type, Brand Mascot Physique, Health Message, and Media, 1st Edition

    By Fariba Esmaeilpour, Mitra Shabani Nashtaee

    This book explores the ways in which the environmental factor of advertising can influence children’s food choice and health status, and how it contributes to the significant public health issue of childhood obesity. Food Advertising and Childhood Obesity seeks to gain a better understanding of…

    Hardback – 2020-01-31 
    Routledge
    Routledge Studies in Marketing

  • Strategic Communication for Startups and Entrepreneurs in China

    1st Edition

    By Linjuan Rita Men, Yi Grace Ji, Zifei Fay Chen

    This book presents a comprehensive guide for public relations and strategic communication professionals and entrepreneurs to effectively manage the communication aspects of startups in the context of business in China. Drawing on interdisciplinary theories, current issues, and updated research…

    Hardback – 2019-12-17
    Routledge
    Routledge Insights in Public Relations Research

  • Challenging Corporate Social Responsibility

    Lessons for public relations from the casino industry, 1st Edition

    By Jessalynn R. Strauss

    The concept of Corporate Social Responsibility (CSR) has become increasingly widespread, as businesses seek to incorporate socially responsible behaviors while still being accountable to shareholders. Indeed some research has suggested that CSR in itself can form the basis of good PR by promoting…

    Paperback – 2019-12-12
    Routledge

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