Marketing Management Products

  • 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 – 2019-03-13 
    Routledge

  • Relationship Marketing in the Digital Age

    1st Edition

    By Robert 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 – 2019-01-07 
    Routledge
    Routledge Studies in Marketing

  • Pharmaceutical Launch Excellence

    Bringing a New Drug to Market Successfully, 1st Edition

    By Colin Wight

    Planning and implementing a new drug launch strategy is a complex process that requires everyone involved to have a clear sense of what success looks like and to plan how to deliver that success. Colin Wight's Pharmaceutical Launch Excellence is a 'must have' guide to the process that explains…

    Hardback – 2018-10-31 
    Routledge

  • 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 – 2018-10-10
    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

  • 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

  • Managing Airports

    An International Perspective, 5th Edition

    By Anne Graham

    Managing Airports presents a comprehensive and cutting-edge insight into today’s international airport industry. Approaching management topics from a strategic and commercial perspective, rather than from an operational and technical viewpoint, the book provides an innovative insight into the…

    Paperback – 2018-06-05
    Routledge

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