Marketing Communications Products

  • Hispanic Marketing

    The Power of the New Latino Consumer, 3rd Edition

    By Felipe Korzenny, Sindy Chapa, Betty Ann Korzenny

    Hispanic Marketing: The Power of the New Latino Consumer focuses on using cultural insights to connect with Latino consumers. Now in its third edition, the book provides marketers with the skills necessary to perform useful Hispanic market analysis and thus develop effective integrated marketing…

    Paperback – 2017-06-20
    Routledge

  • Public Relations in the Nonprofit Sector

    Theory and Practice, 1st Edition

    Edited by Richard D. Waters

    Nonprofit organizations are managing to carry out sophisticated public relations programming that cultivates relationships with their key audiences. Their public relations challenges, however, have routinely been understudied. Budgetary and staffing restraints often limit how these organizations…

    Paperback – 2017-06-16
    Routledge
    Routledge Research in Public Relations

  • Professional Communication and Network Interaction

    A Rhetorical and Ethical Approach, 1st Edition

    By Heidi A. McKee, James E. Porter

    Digital technologies and social media have changed the processes, products, and interactions of professional communication, reshaping how, when, with whom, and where business professionals communicate. This book examines these changes by asking: How does rhetorical theory need to adapt and develop…

    Hardback – 2017-06-08
    Routledge
    Routledge Studies in Rhetoric and Communication

  • Public Relations Ethics and Professionalism

    The Shadow of Excellence, 1st Edition

    By Johanna Fawkes

    Do professions really place duty to society above clients' or their own interests? If not, how can they be trusted? While some public relations (PR) scholars claim that PR serves society and enhances the democratic process, others suggest that it is little more than propaganda, serving the…

    Paperback – 2017-05-24
    Routledge
    Routledge New Directions in PR & Communication Research

  • e-Negotiations

    Networking and Cross-Cultural Business Transactions, 1st Edition

    By Nicholas Harkiolakis, Daphne Halkias

    Practical negotiating skills, including those needed for cross-cultural negotiations have long been taught in classrooms, along with some of the theory that underpins them. Most of this has been based on the notion that negotiation will be interpersonal and face-to-face. In recent years, though,…

    Paperback – 2017-05-22
    Routledge

  • Marketing in the Boardroom

    Winning the Hearts and Minds of the Board, 1st Edition

    By Ruth Saunders

    It’s no secret: marketing punches below its weight in the Boardroom. CEOs and other board members perceive that marketers lack commercial credibility when compared to their peers.  Marketing in the Boardroom helps marketers to be more commercially credible and thereby more successful in the…

    Paperback – 2017-04-21
    Routledge

  • Digital Marketing Excellence

    Planning, Optimizing and Integrating Online Marketing, 5th Edition

    By Dave Chaffey, PR Smith

    Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital…

    Paperback – 2017-03-24
    Routledge

  • Making a Difference in Marketing

    The Foundation of Competitive Advantage, 1st Edition

    By Jonathan Cahill

    Establishing a difference is the lynchpin of marketing. It can be achieved in many ways. The results can be magical and powerful: such as increasing, with little expense, the price of a little regarded fish from £0.15 a kilo to £1.00. As with many other disciplines which have great value, this…

    Hardback – 2017-03-15
    Routledge

  • Foundations of Corporate Heritage

    1st Edition

    Edited by John M. T. Balmer

    Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance – and challenges – of…

    Hardback – 2017-03-14
    Routledge

  • Communicating Projects

    An End-to-End Guide to Planning, Implementing and Evaluating Effective Communication, 1st Edition

    By Ann Pilkington

    This book provides an end-to-end guide from the establishment of the communication function through to the evaluation of communication activity. It acts as a guide for project managers in terms of knowing what to expect from the communication work that they commission.…

    Paperback – 2017-02-23
    Routledge

  • Customer Relationship Management

    The Foundation of Contemporary Marketing Strategy, 2nd Edition

    By Roger J. Baran, Robert J. Galka

    This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy. Baran and Galka deliver a book that helps students understand how an enhanced…

    Paperback – 2016-12-15
    Routledge

  • Frameworks for Market Strategy

    European Edition, 1st Edition

    By Noel Capon, Frank Go

    Frameworks for Market Strategy helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors and lies at the core of leading and managing a business. To…

    Paperback – 2016-12-13
    Routledge

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