Brand Management Products

  • Sensory Marketing

    Theoretical and Empirical Grounds

    By Bertil Hultén

    Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in…

    Hardback – 2015-11-03 
    Routledge
    Routledge Interpretive Marketing Research

  • The Routledge Companion to Consumer Behavior Analysis

    Edited by Gordon R. Foxall

    The Routledge Companion to Consumer Behavior Analysis provides a unique and eclectic combination of behavioral, cognitive and environmental perspectives to illuminate the real-world complexities of consumer choice in a marketing-oriented economy. Edited by a leading authority in the field, the…

    Hardback – 2015-09-10 
    Routledge
    Routledge Companions in Business, Management and Accounting

  • Nation branding

    Concepts, Issues, Practice, 2nd Edition

    By Keith Dinnie

    Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation…

    Paperback – 2015-08-25 
    Routledge

  • Contemporary Issues in Green and Ethical Marketing

    Edited by Morven G. McEachern, Marylyn Carrigan

    In recognising the realms of eco-marketing, sustainable marketing, social marketing and ethical consumption, this collection provides an accessible overview of the multifaceted and challenging nature of green and ethical issues. In revealing that there are many ways to explore the consumption…

    Paperback – 2015-08-13 
    Routledge
    Key Issues in Marketing Management

  • The Handbook of Brand Management Scales

    By Lia Zarantonello, Véronique Pauwels-Delassus

    The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales…

    Paperback – 2015-08-02 
    Routledge

  • Brand Mascots

    And Other Marketing Animals

    Edited by Stephen Brown

    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…

    Paperback – 2015-07-30 
    Routledge

  • Brands and Brand Management

    Contemporary Research Perspectives

    Edited by Barbara Loken, Rohini Ahluwalia

    Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science…

    Paperback – 2015-06-28
    Psychology Press

  • CEO Branding

    Theory and Practice

    Edited by Marc Fetscherin

    CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and…

    Paperback – 2015-06-23
    Routledge

  • Strong Brands, Strong Relationships

    Edited by Susan Fournier, Michael Breazeale, Jill Avery

    From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand…

    Paperback – 2015-06-22
    Routledge

  • Corporate Branding

    Areas, arenas and approaches

    Edited by T C Melewar, S F Syed Alwi

    A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can&…

    Paperback – 2015-04-26
    Routledge

  • Advertising Media Workbook and Sourcebook

    4th Edition

    By Larry Kelley, Kim Sheehan, Donald W. Jugenheimer

    This combination of workbook and sourcebook presents both easy-to-understand explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies. It is designed for both practitioners and students - anyone who wants to…

    Paperback – 2015-04-13
    Routledge

  • Promotional Screen Industries

    By Paul Grainge, Catherine Johnson

    From the trailers and promos that surround film and television to the ads and brand videos that are sought out and shared, promotional media have become a central part of contemporary screen life. Promotional Screen Industries is the first book to explore the sector responsible for this thriving…

    Paperback – 2015-04-12
    Routledge

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