Brand Management Products

  • Global Branding

    An International Introduction

    By Ming Lim

    The practice of increasing a products perceived value to the customer - known as brand management - has grown out of all proportion to its original foundations, leading some to use the term "obsessive branding disorder" in recent years. Most introductions to brand management concentrate on how…

    Paperback – 2018-05-30 
    Routledge

  • Strategic Marketing for High Technology Products

    An Integrated Approach

    By Thomas Fotiadis

    In order for high technology companies to tackle contemporary demanding market challenges, they frequently deploy time reduction strategies with respect to product launch. Marketing of technology related products – and especially cutting edge ones – involves a complex and multidimensional bundle of…

    Hardback – 2018-05-09 
    Routledge
    Routledge Studies in Innovation, Organizations and Technology

  • Marketing, Rhetoric and Control

    The Magical Foundations of Marketing Theory

    By Christopher Miles

    Marketing, Rhetoric and Control examines the tensions between the science and the magical in marketing. Through analysis of the rhetorical and narrative strategies embedded in practitioner and academic discourse, it investigates the shifting manner in which marketing has dealt with issues of…

    Hardback – 2018-04-30 
    Routledge
    Routledge Studies in Marketing

  • Strategic Integrated Marketing Communications

    3rd Edition

    By Larry Percy

    The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what goes into the planning and implementation of an effective IMC program.  Throughout, attention is paid to balancing theory with practical…

    Paperback – 2018-04-27 
    Routledge

  • Promotional Marketing

    Second Edition

    By Roddy Mullin

    This is a new edition of an established book now covering mobile, on-line and bricks-and-mortar sales and marketing, updated with the latest research on the shopper/buyer and how to reach their ‘tipping point’ when the decision to buy is made. This book clarifies why a focus on the customer is key…

    Paperback – 2018-04-01 
    Routledge

  • Fashion Marketing

    Contemporary Issues, 3rd Edition

    By Tony Hines

    This exciting third edition of the highly successful Fashion Marketing features all-new content, covering every aspect of the world of fashion marketing from the global supply chain to sustainability. The twelve new chapters from fashion marketing thought leaders now include pedagogical features,…

    Paperback – 2018-03-31 
    Routledge

  • The Art of Plain Speaking

    How to Write and Speak in a Way that Will Impress the People that Matter

    By Charlie Corbett

    Why read this book? Because in the digital age, where we are daily inundated with useless information, those people who can use language and stories to differentiate themselves will thrive. Personal and corporate brands must be built on ‘authenticity’. And there is no better way to be authentic…

    Hardback – 2018-03-31 
    Routledge

  • Brand Love is not Enough

    By Max Blackston

    How would you feel about a bank that handles all of your financial needs efficiently, but made you feel like a dummy? In a relationship between two people, what the other person thinks of you (or what you believe they think of you) exerts great influence on the quality of your relationship. The…

    Paperback – 2018-03-28 
    Routledge

  • Trust Building and Boundary Spanning in Cross-Border Management

    Edited by Michael Zhang

    This edited book addresses two critical issues in international management: building trust and managing boundary spanning activities between international business partners. The duel-process of internationalization of multinational corporations (MNCs), through globalization and regionalization, has…

    Hardback – 2018-03-21 
    Routledge
    Routledge Studies in Trust Research

  • Strategic Communication

    An Introduction

    By Jesper Falkheimer, Mats Heide

    Strategic communication comprises different forms of goal-oriented communication inside and between organizations, their stakeholders and the society. Strategic communication is an emerging practice and research field integrating established disciplines such as public relations, organizational…

    Paperback – 2018-03-19 
    Routledge

  • Taste, Consumption and Markets

    Edited by Zeynep Arsel, Jonathan Bean

    Taste is a core concept for the social sciences and an orienting notion in everyday practice. It is of equal relevance to academics and laypeople alike. Theorizations of taste are frequently multi- disciplinary, bringing an opportunity to cross-fertilize ideas and concepts. At the same time, a…

    Hardback – 2018-03-01 
    Routledge
    Routledge Interpretive Marketing Research

  • The Advertising Handbook

    4th Edition

    By Helen Powell, Jonathan Hardy, Iain Macrury

    The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and…

    Paperback – 2018-02-27 
    Routledge
    Media Practice

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