Brand Management Products

  • User-Generated Content and the Law

    By Andrew Sparrow

    The term 'User-Generated Content' has come to be adopted for everything from Flickr photos and YouTube videos to blog comments, Twitter posts and reviews on Yelp or Amazon. You only have to consider today's best known websites from YouTube and Google to MySpace and Facebook, eBay and Wikipedia to…

    Hardback – 2018-07-30 
    Routledge

  • How to Win When You Are Not Winning

    The Role of CRM and Business Intelligence in the Sports Industry

    By Fiona Green

    The use of CRM (Customer Relationship Management) and BI (Business Intelligence) have become significantly integral to the way of doing business in the professional sports industry. With the natural loyalty, passion and excitement the industry creates, we can emulate the approach used by brands…

    Hardback – 2018-06-30 
    Routledge

  • Scrutinising the Organisation

    A corporate marketing reader

    Edited by John Balmer

    Scrutinising the Organisation is sure to become one of the definitive books on corporate marketing and the follow up to Balmer and Greyser’s bestselling Revealing the Corporation. Expanding on this earlier book, it brings in other global voices, as well as organisational perspectives on corporate…

    Paperback – 2018-06-30 
    Routledge

  • Promotional Marketing

    By Roddy Mullin

    In today’s connected world, promotion is fundamental to everything we do to drive business. This is a new edition of an established book, updated with the latest research on the shopper/buyer and how to reach their ‘tipping point’ when the decision to buy is made, now covering mobile, on-line and…

    Paperback – 2018-06-05 
    Routledge

  • 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

  • Mapping Out Marketing

    Navigation Lessons from the Ivory Trenches

    Edited by Ronald Paul Hill, Catherine Mary Lamberton, Jennifer Swartz

    Are you looking to navigate the field of marketing? Well, look no further. Sea-changes in society, technology, consumer expectations and our understanding of behavioural economics have caused us to rethink our understanding of the scope of knowledge and ideas that is required to be a successful…

    Paperback – 2018-05-17 
    Routledge

  • Taste, Consumption and Markets

    An Interdisciplinary Volume

    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 – 2018-05-11 
    Routledge
    Routledge Interpretive Marketing Research

  • 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

  • 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 programme. Throughout, attention is paid to balancing theory with…

    Paperback – 2018-05-04 
    Routledge

  • Marketing, Rhetoric and Control

    The Magical Foundations of Marketing Theory

    By Christopher Miles

    Marketing, Rhetoric and Control investigates the tensions that surround the place of persuasion (and, more broadly, control) in marketing. Persuasion has variously been seen as an embarrassment to the discipline, a target for anti-marketing sentiment, the source of marketing’s value in the modern…

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

  • Brand Love is not Enough

    A Theory of Consumer Brand Relationships in Practice

    By Max Blackston

    How would you feel about a bank that handled 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 – 2018-04-09 
    Routledge

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