Brand Management Products

  • The Routledge Companion to Transmedia Studies

    Edited by Matthew Freeman, Renira Rampazzo Gambarato

    Around the globe, people now engage with media content across multiple platforms, following stories, characters, worlds, brands and other information across a spectrum of media channels. This transmedia phenomenon has led to the burgeoning of transmedia studies in media, cultural studies and…

    Hardback – 2018-09-19 
    Routledge
    Routledge Media and Cultural Studies Companions

  • Winning With Data

    CRM and Analytics for the Business of Sports

    By Fiona Green

    For many years, sports rights owners have had an ‘if you build it, they will come’ attitude, suggesting they take their fans for granted. Combined with advances in broadcasting quality, digital marketing, and social media, this has resulted in diminishing attendances and participation levels. The…

    Hardback – 2018-08-13 
    Routledge

  • 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

  • Organizational Reputation in the Public Sector

    Edited by Arild Wæraas, Moshe Maor

    A favorable reputation is an asset of importance that no public sector entity can afford to neglect because it gives power, autonomy, and access to critical resources. However, reputations must be built, maintained, and protected. As a result, public sector organizations in most OECD countries have…

    Paperback – 2018-06-09 
    Routledge
    Routledge Critical Studies in Public Management

  • Brand Valuation

    By Luc Paugam, Paul André, Henri Philippe, Roula Harfouche

    In the new economy where value drivers are shifting from tangible to intangibles resources, brands are the most familiar asset. They are well known by consumers, perceived as a critical component of enterprise value and often motivate large mergers and acquisitions. Yet, brands are a complex…

    Paperback – 2018-06-07 
    Routledge
    Routledge Studies in Accounting

  • Mapping Out Marketing

    Navigation Lessons from the Ivory Trenches

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

    Sea-changes in society, technology, consumer expectations and our understanding of behavioral economics have caused us to rethink our understanding of the scope of knowledge required to navigate, analyze and shape consumer behavior. You hold in your hand a field guide for this adventure. Ron Hill…

    Paperback – 2018-05-25 
    Routledge

  • Promotional Marketing

    2nd Edition

    By Roddy Mullin

    Paperback – 2018-05-15 
    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 (HT) 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…

    Hardback – 2018-05-07 
    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 is necessary to the planning and implementation of an effective IMC programme. Throughout, attention is paid to balancing theory with…

    Paperback – 2018-04-30 
    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 – 2018-04-27 
    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 – 2018-03-29
    Routledge

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