Marketing Communications Products

  • The Evolution of Integrated Marketing Communications

    The Customer-driven Marketplace, 1st Edition

    Edited by Don Schultz, Charles H. Patti, Philip J. Kitchen

    This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC;…

    Paperback – 2014-07-04
    Routledge

  • Interactive Marketing

    Revolution or Rhetoric?, 1st Edition

    By Christopher Miles

    This book critically examines the rhetoric surrounding current trends in the adoption of tropes of interactivity in marketing communication. Concepts such as viral advertising, customer-generated content, brand communities and the whole panoply of Web 2.0-mediated marketing technologies all have…

    Paperback – 2014-07-03
    Routledge
    Routledge Interpretive Marketing Research

  • Brand Mascots

    And Other Marketing Animals, 1st Edition

    Edited by Stephen Brown, Sharon Ponsonby-McCabe

    Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity…

    Hardback – 2014-06-25
    Routledge

  • Transcultural Marketing

    1st Edition

    By Marye Tharp

    Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles…

    Paperback – 2014-05-30
    Routledge

  • Strategic Financial and Investor Communication

    The Stock Price Story, 1st Edition

    By Ian Westbrook

    In today's aggressive marketplace, listed companies can no longer rely on their numbers to do the talking. If companies can't communicate their achievements and strategy, mounting research evidence suggests, they will be overlooked, their cost of capital will increase and stock price will suffer.…

    Paperback – 2014-04-04
    Routledge

  • Demarketing

    1st Edition

    Edited by Nigel Bradley, Jim Blythe

    We all understand the basic principles underpinning marketing activity: to identify unfulfilled needs and desires and boost demand for the solutions a product is offering. The mantra is always "sell more". De-marketing tries for the very opposite. Why would a company actively try to decrease demand…

    Paperback – 2013-10-21
    Routledge

  • Global Advertising, Attitudes, and Audiences

    1st Edition

    By Tony Wilson

    Global Advertising, Attitudes and Audiences is a post-Mcdonaldization view of marketing power, consumer pleasure, and audience protest. The psychological process wherein consumers actively make sense of advertising and branding and integrate them with living is fundamentally important in thinking…

    Paperback – 2013-09-03
    Routledge
    Routledge Advances in Management and Business Studies

  • Health Communication and Mass Media

    An Integrated Approach to Policy and Practice, 1st Edition

    Edited by Rukhsana Ahmed, Benjamin R. Bates

    Health Communication and Mass Media is a much-needed resource for those with a professional or academic interest in the field of health communication. The chapters engage and expand upon significant theories informing efforts at mediated health communication and demonstrate the practical utility of…

    Hardback – 2013-06-28
    Routledge

  • Project Stakeholder Management

    1st Edition

    By Pernille Eskerod, Anna Lund Jepsen

    Carrying out a project as planned is not a guarantee for success. Projects may fail because project management does not take the requirements, wishes and concerns of stakeholders sufficiently into account. Projects can only be successful through contributions from stakeholders. And it is the…

    Paperback – 2013-01-16
    Routledge
    Fundamentals of Project Management

  • HyperThinking

    Creating a New Mindset for the Age of Networks, 1st Edition

    By Philip Weiss

    Hyperthinking is predicated on the assumption that the single most important skill required to help you and your organization thrive in the age of perpetual change, digital communications and networks is the mind-set of individuals. This includes your values, your ability to learn and ability to…

    Paperback – 2012-11-16
    Routledge

  • Customer-Centric Project Management

    1st Edition

    By Elizabeth Harrin, Phil Peplow

    There has been a sea-change in the focus of organizations - whether private or public - away from a traditional product- or service-centricity towards customer-centricity and projects are just as much a part of that change. Projects must deliver value; projects must involve stakeholders, and…

    Paperback – 2012-10-03
    Routledge
    Advances in Project Management

  • Marketing Discourse

    A Critical Perspective, 1st Edition

    By Per Skålén, Martin Fougère, Markus Fellesson

    The marketing discipline has been dominated by managerial research that has never really been counterbalanced by a systematic critical analysis which is problematic given the assumed legitimization of the managerialism that has ensued. This book is an attempt to rest the balance, articulating a…

    Paperback – 2012-05-15
    Routledge
    Routledge Interpretive Marketing Research

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