Marketing Management Products

  • The Art of Co-Branding

    From Artists to Celebrities, to NGO's, Museums, Territories and More, 1st Edition

    By Geraldine Michel, Reine Willing

    Co-branding is widely considered the art of the perfect match. This book is a guide to understanding the complex process of co-branding as well as it explaining the key factors of success to build this specific form of a partnership. This book gives tangible examples of partnerships between various…

    Paperback – 2019-07-30 
    Routledge

  • Ethical Branding and Marketing

    Cases and Lessons, 1st Edition

    Edited by Hagai Gringarten, Raúl Fernández-Calienes

    Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and…

    Hardback – 2019-05-14 
    Routledge
    Routledge Advances in Management and Business Studies

  • 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

  • Strategic Brand Management in Higher Education

    1st Edition

    Edited by Bang Nguyen, T.C Melewar, Jane Hemsley-Brown

    University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher…

    Hardback – 2019-02-21
    Routledge
    Routledge Studies in Marketing

  • Relationship Marketing in the Digital Age

    1st Edition

    By Robert W. Palmatier, Lena Steinhoff

    The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business…

    Hardback – 2019-01-02
    Routledge
    Routledge Studies in Marketing

  • Contemporary Sport Marketing

    Global perspectives, 1st Edition

    Edited by James J. Zhang, Brenda G. Pitts

    The international nature of the sport industry requires a global approach to sport marketing practices. Organisations need to develop a good understanding of the laws, regulations, values and norms of the countries and cultures in which they operate. This book brings together world-leading sport…

    Paperback – 2018-09-27
    Routledge
    World Association for Sport Management Series

  • Digital Marketing Fundamentals

    From Strategy to ROI, 1st Edition

    By Marjolein Visser, Berend Sikkenga, Mike Berry

    Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many…

    Paperback – 2018-09-19
    Routledge

  • Historical Research in Marketing Management

    1st Edition

    Edited by Mark Tadajewski, D.G. Brian Jones

    This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing, studies of the history of marketing are…

    Paperback – 2018-09-18
    Routledge
    Key Issues in Marketing Management

  • The Routledge Companion to Coopetition Strategies

    1st Edition

    Edited by Anne-Sophie Fernandez, Paul Chiambaretto, Frédéric Le Roy, Wojciech Czakon

    As more and more strategic alliances are forged between competitors, a dedicated word has been coined to described this strategy: coopetition. Coopetition strategy research began in the early 1990s and has been steadily increasing; yet, a global overview of the field has been lacking. This…

    Hardback – 2018-09-07
    Routledge
    Routledge Companions in Business, Management and Accounting

  • The Routledge Companion to Nonprofit Marketing

    1st Edition

    Edited by Adrian Sargeant, Walter Wymer Jr

    This timely collection of cutting-edge articles offers a complete overview of marketing in the nonprofit sector. Written by a leading team of international experts, it examines the issues faced by public and nonprofit organizations in marketing and raising funds, and provides a comprehensive…

    Paperback – 2018-08-14
    Routledge

  • Winning With Data

    CRM and Analytics for the Business of Sports, 1st Edition

    By Fiona Green

    For many years, sports rights owners have had an ‘if you build it, they will come’ attitude, suggesting they take their fans for granted. Combined with advances in broadcasting quality, digital marketing, and social media, this has resulted in diminishing attendances and participation levels. The…

    Hardback – 2018-07-27
    Routledge

  • Nonprofit Marketing and Fundraising

    A Research Overview, 1st Edition

    By Roger Bennett

    Nonprofit sectors account for a small but significant share of most major economies globally, and the marketing and fundraising activities of organisations operating in this sector are of increasing interest to researchers around the world. Although nonprofit marketing covers many activities not…

    Hardback – 2018-07-24
    Routledge
    State of the Art in Business Research

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