Brand Management Products

  • Global Advertising Practice in a Borderless World

    Edited by Linda Brennan, Robert Crawford, Lukas Parker

    Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are…

    Hardback – 2017-07-03 
    Routledge
    Routledge Studies in International Business and the World Economy

  • Archipelago Tourism

    Policies and Practices

    Edited by Godfrey Baldacchino

    Exploring the conceptual insights provided by the archipelagic 'twist' in the context of tourism principles, policies and practices, this volume draws on an international series of case studies to analyse best practice in branding, marketing and logistics in archipelago tourist destinations. The…

    Paperback – 2017-06-30 
    Routledge
    New Directions in Tourism Analysis

  • Contemporary Consumer Culture Theory

    Edited by John F. Sherry, Eileen M Fischer

    Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade. The volume seeks to help break down the silos that have arisen…

    Hardback – 2017-06-15 
    Routledge
    Routledge Studies in Marketing

  • Building Brands in Asia

    From the Inside Out

    By Tim Andrews, Wilson Chew

    In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty.…

    Paperback – 2017-05-22 
    Routledge

  • Personal Branding for Entrepreneurial Journalists and Creative Professionals

    Personal Branding for Entrepreneurial Journalists and Creative Professionals

    By Sara Kelly

    Personal Branding for Entrepreneurial Journalists and Creative Professionals outlines and describes the complete process of building and growing a successful personal brand. Focused on the independent journalist or creative professional in the new digital marketplace, Sara Kelly gives readers the…

    Paperback – 2017-04-28 
    Focal Press

  • Platform Strategy

    How to Unlock the Power of Communities and Networks to Grow Your Business

    By Laure Claire Reillier, Benoit Reillier

    Platform Strategy translates the complex management and economic models behind commercial platforms such as Uber, airbnb, Etsy and eBay into a practical guide for business. Platform-powered businesses have grown exponentially in the last ten years and replaced many traditional firms. Developing a…

    Hardback – 2017-04-20 
    Routledge

  • Internal Marketing

    Another Approach to Marketing for Growth

    By Tatsuya Kimura

    Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers – an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that…

    Hardback – 2017-04-17 
    Routledge
    Routledge Frontiers of Business Management

  • Marketing in the Boardroom

    Winning the Hearts and Minds of the Board

    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 – 2017-04-14 
    Routledge

  • Routledge Handbook of Football Marketing

    Edited by Nicolas Chanavat, Michel Desbordes, Nicolas Lorgnier

    Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport…

    Hardback – 2017-03-28 
    Routledge
    Routledge International Handbooks

  • Making a Difference in Marketing

    The Foundation of Competitive Advantage

    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

    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

  • 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…

    Paperback – 2017-03-10
    Routledge
    Routledge Interpretive Marketing Research

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