Brand Management Products

  • Social and Environmental Issues in Advertising

    Edited by Sukki Yoon, Sangdo Oh

    In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example,…

    Hardback – 2016-11-07 
    Routledge

  • Open for Business

    Harnessing the Power of Platform Ecosystems

    By Laure Claire, Benoit Reillier

    Open for Business translates the complex management and economic models behind commercial platforms such as Uber, Etsy, Airbnb into a practical guide for business. Platform-powered businesses have grown exponentially in the last ten years. Developing a platform-based business involves learning new…

    Hardback – 2016-10-28 
    Routledge

  • The Influence of Values on Consumer Behaviour

    The value compass

    By Erik Kostelijk

    Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and companies use values to describe the core associations of their brand. Yet despite this, the values concept has received limited attention in…

    Hardback – 2016-08-09 
    Routledge

  • Contemporary Perspectives on Corporate Marketing

    Contemplating Corporate Branding, Marketing and Communications in the 21st Century

    Edited by John M.T. Balmer, Laura Illia, Almudena Gonzalez del Valle Brena

    Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each…

    Paperback – 2016-07-31 
    Routledge
    Routledge Interpretive Marketing Research

  • Marketing Research with IBM® SPSS Statistics

    A Practical Guide, 2nd Edition

    By Karine Charry, Kristof Coussement, Nathalie Demoulin, Nico Heuvinck

    Marketing researchers, companies and business schools need to be able to use statistical procedures correctly and accurately interpret the outputs, yet generally these people are scared off by the statistics behind the different analyses procedures, thus they often rely on external sources to come…

    Paperback – 2016-07-29 
    Routledge

  • The Routledge Companion to Contemporary Brand Management

    Edited by Francesca Dall'Olmo Riley, Jaywant Singh, Charles Blankson

    The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original…

    Hardback – 2016-07-13
    Routledge
    Routledge Companions in Business, Management and Accounting

  • Historical Research in Marketing Management

    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…

    Hardback – 2016-06-01
    Routledge
    Key Issues in Marketing Management

  • Brand Valuation

    By Luc Paugam, Paul Andre, Henri Philippe, Roula Harfouche

    In the new economy where value drivers are shifting from tangible to intangibles resources, brands are the most familiar asset. They are well known by consumers, perceived as a critical component of enterprise value and often motivate large mergers and acquisitions. Yet, brands are a complex…

    Hardback – 2016-05-16
    Routledge
    Routledge Studies in Accounting

  • Consumer Culture, Branding and Identity in the New Russia

    From Five-year Plan to 4x4

    By Graham H.J. Roberts

    As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social…

    Hardback – 2016-04-14
    Routledge
    Routledge Interpretive Marketing Research

  • Cool Nations

    Media and the Social Imaginary of the Branded Country

    By Katja Valaskivi

    Nation branding is the most recent feature of imagined nation-making in the history of nations. Facing global competition, national decision-makers aim to distinguish their countries from others by means of branding. Quite a few nations have considered the term ‘cool’ suitable for describing some…

    Hardback – 2016-04-06
    Routledge
    Routledge Advances in Sociology

  • Truth in Marketing

    A theory of claim-evidence relations

    By Thomas Boysen Anker

    Can we believe the claims that marketers make? Does truth in marketing matter? Apparently not… Despite the role of regulators, marketing claims are often ruled to be misleading, deceptive or incomplete. Surprisingly, scholars of marketing ethics have devoted little time to this key issue. This may…

    Hardback – 2016-04-01
    Routledge
    Routledge Focus on Business and Management

  • Brand Meaning

    Meaning, Myth and Mystique in Today’s Brands, 2nd Edition

    By Mark Batey

    This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect…

    Paperback – 2015-12-21
    Routledge

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