Brand Management Products

  • Customer Engagement

    Contemporary issues and challenges

    Edited by Roderick J. Brodie, Linda D. Hollebeek, Jodie Conduit

    How customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer…

    Paperback – 2017-12-27 
    Routledge

  • The Journey to a Personal Brand

    By Douglas Commaille

    Transitions in life are now a reality for everyone. This book takes you through the journey to create your own Personal Brand and take ownership of and address these transitions based on your values, career, skills, knowledge and aims. A Personal Brand is a positive in the reader’s life –…

    Hardback – 2017-12-14 
    Routledge

  • Digital Channels and Social Media Management in Luxury Markets

    By Fabrizio Mosca

    In recent years, luxury goods markets have faced significant changes that have influenced both the dynamics of the competition, as well as their strategies. The principal changes include the following: new geographical market development, such as in the Far East, India, and some parts of Africa (…

    Hardback – 2017-12-05 
    Routledge

  • Inclusive Place Branding

    Critical Perspectives on Theory and Practice

    Edited by Mihalis Karavatzis, Massimo Giovanardi, Maria Lichrou

    Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods - catchy slogans, colourful logos, "star-chitects", bidding for City of Culture status etc - that are applied as…

    Hardback – 2017-11-30 
    Routledge
    Routledge Studies in Critical Marketing

  • Young Consumer Behaviour

    A Research Companion

    Edited by Ayantunji Gbadamosi

    Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available…

    Paperback – 2017-11-27 
    Routledge

  • Entrepreneurial Marketing

    Unpacked

    By Nickanor Amwata

    Research in the field of Entrepreneurial Marketing (EM) has been growing steadily since the annual conference on ’Research at the Marketing/Entrepreneurship Interface’ was introduced in North America in 1987. There is evidence to testify to the fact that new business ventures face several specific…

    Hardback – 2017-10-30 
    Routledge

  • Marketing the Third Reich

    Persuasion, Packaging and Propaganda

    By Nicholas O'Shaughnessy

    In this fascinating volume, Nicholas O’Shaughnessy elucidates the phenomenon of the Nazi propaganda machine via the perspective of consumer marketing, conceptualising the Reich as a product campaign. Building on his acclaimed Selling Hitler (2016), he uses marketing scholarship to show how…

    Paperback – 2017-09-21
    Routledge
    Routledge Studies in Fascism and the Far Right

  • Transforming Organizations for the Subscription Economy

    Starting from Scratch

    By Alexander Manu

    The emerging present is a fast-changing context for incumbent organizations, especially in market segments where online behavior is replacing physical proximity, and users engage with digital platforms for the acquisition of products and services. These are platforms that allow users to behave, to…

    Paperback – 2017-08-29
    Routledge

  • Celebrity, Convergence and Transformation

    Edited by Douglas Brownlie, Paul Hewer, Finola Kerrigan

    Bringing together the latest thinking on both celebrity brands and celebrity culture from academics specialising in the field of marketing, this book explores a range of insightful contexts in order to add vigour and vitality to our understanding of the connections between celebrities, markets and…

    Hardback – 2017-07-27
    Routledge
    Key Issues in Marketing Management

  • Public Relations and the Corporate Persona

    The Rise of the Affinitive Organization

    By Burton Saint John III

    For much of the last century, large, predominantly US corporations used public relations to demonstrate that their missions resonated with dominant societal values. Through the construction and conveyance of the "corporate persona", they aimed to convince citizens that they share common aspirations…

    Hardback – 2017-07-13
    Routledge
    Routledge New Directions in Public Relations & Communication Research

  • Global Advertising Practice in a Borderless World

    Edited by Robert Crawford, Linda Brennan, 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 – 2017-06-08
    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 – 2017-06-07
    Routledge
    New Directions in Tourism Analysis

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