Brand Management Products

  • Marketing Performativity

    Theories, practices and devices

    Edited by Katy Mason, Hans Kjellberg, Johan Hagberg

    Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is marketing theory performative?’ How does marketing theory shape action? Who uses it in practice…

    Hardback – 2016-12-14 
    Routledge
    Key Issues in Marketing Management

  • Retail Design

    Theoretical Perspectives

    Edited by Ann Petermans, Anthony Kent

    The late twentieth century saw rapid growth in consumption and the expansion of retailing and services. This was reflected in the number and type of stores and locations, from regional shopping malls and out-of-town superstores to concept and flagship stores. Retail design became an essential part…

    Hardback – 2016-11-16 
    Routledge

  • 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 Irrational Consumer

    Applying Behavioural Economics to Your Business Strategy

    By Enrico Trevisan

    Companies of all kinds have fallen into some of the most fundamental of traps when it comes to consumer marketing; in assuming that the motivation that drives their customers is entirely rational. Enrico Trevisan's The Irrational Consumer builds on the ground breaking works on behavioural economics…

    Paperback – 2016-08-31
    Routledge

  • Creating Innovative Products and Services

    The FORTH Innovation Method

    By Gijs van Wulfen

    Really new products and services are scarce, yet the need for them is huge. That's why Innovation is an important managerial instrument - but many of us struggle with how to approach it. Gijs van Wulfen's Creating Innovative Products and Services is an essential read for anyone involved in new…

    Paperback – 2016-08-31
    Routledge

  • Customer Loyalty Programmes and Clubs

    2nd Edition

    By Stephan A. Butscher

    In every industry, and any company, customer loyalty marketing is an important pillar of corporate strategy. This second edition of Customer Loyalty Programmes and Clubs, explains how the key to effective protection against competition lies in identifying and offering your customers the right…

    Paperback – 2016-08-31
    Routledge

  • Brand Planning for the Pharmaceutical Industry

    By Janice MacLennan

    Written by John Lidstone and Janice MacLennan, the second edition of Marketing Planning for the Pharmaceutical Industry became accepted as the bible for the industry. In this new companion book Janice MacLennan picks up two of the themes touched on in Marketing Planning - market segmentation and…

    Paperback – 2016-08-31
    Routledge

  • The Future of Pharma

    Evolutionary Threats and Opportunities

    By Brian D. Smith

    By any standard, the pharmaceutical industry's history has been a successful one. In addition to its profits and shareholder dividends, it has been seen by investors as relatively low risk and, largely, counter-cyclical to stock market trends. However, that important contribution appears to be…

    Paperback – 2016-08-31
    Routledge

  • Gender, Design and Marketing

    How Gender Drives our Perception of Design and Marketing

    By Gloria Moss

    Product and service designers place increasing emphasis on the colour, form and appearance of what their organization offers and the language with which they describe it. Gloria Moss' erudite, sophisticated and fascinating book, guides the reader to an understanding of the way gender influences…

    Paperback – 2016-08-31
    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 – 2016-08-04
    Routledge
    Routledge Interpretive Marketing Research

  • 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 – 2016-08-03
    Routledge

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