Brand Management Products

  • 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 – 2017-08-03 
    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 – 2017-07-11 
    Routledge
    Routledge New Directions in Public Relations & Communication Research

  • Global Advertising Practice in a Borderless World

    Edited by Linda Brennan, Robert Crawford, 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 – 2017-07-03 
    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 – 2017-06-30 
    Routledge
    New Directions in Tourism Analysis

  • Contemporary Consumer Culture Theory

    Edited by John F. Sherry, Eileen M Fischer

    Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade. The volume seeks to help break down the silos that have arisen…

    Hardback – 2017-06-15 
    Routledge
    Routledge Studies in Marketing

  • Building Brands in Asia

    From the Inside Out

    By Tim Andrews, Wilson Chew

    In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty.…

    Paperback – 2017-05-22 
    Routledge

  • Marketing in the Boardroom

    Winning the Hearts and Minds of the Board

    By Ruth Saunders

    It’s no secret: marketing punches below its weight in the Boardroom. CEOs and other board members perceive that marketers lack commercial credibility when compared to their peers.  Marketing in the Boardroom helps marketers to be more commercially credible and thereby more successful in the…

    Paperback – 2017-04-25
    Routledge

  • Personal Branding for Entrepreneurial Journalists and Creative Professionals

    By Sara Kelly

    Personal Branding for Entrepreneurial Journalists and Creative Professionals outlines and describes the complete process of building and growing a successful personal brand. Focused on the independent journalist or creative professional in the new digital marketplace, Sara Kelly gives readers the…

    Paperback – 2017-04-19
    Focal Press

  • Platform Strategy

    How to Unlock the Power of Communities and Networks to Grow Your Business

    By Laure Claire Reillier, Benoit Reillier

    During the last decade, platform businesses such as Uber, Airbnb, Amazon and eBay have been taking over the world. In almost every sector, traditional businesses are under attack from digital disrupters that are effectively harnessing the power of communities. But what exactly is a platform…

    Hardback – 2017-04-10
    Routledge

  • Internal Marketing

    Another Approach to Marketing for Growth

    By Tatsuya Kimura

    Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers – an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that…

    Hardback – 2017-04-07
    Routledge
    Routledge Frontiers of Business Management

  • Routledge Handbook of Football Marketing

    Edited by Nicolas Chanavat, Michel Desbordes, Nicolas Lorgnier

    Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport…

    Hardback – 2017-03-23
    Routledge
    Routledge International Handbooks

  • Making a Difference in Marketing

    The Foundation of Competitive Advantage

    By Jonathan Cahill

    Establishing a difference is the lynchpin of marketing. It can be achieved in many ways. The results can be magical and powerful: such as increasing, with little expense, the price of a little regarded fish from £0.15 a kilo to £1.00. As with many other disciplines which have great value, this…

    Hardback – 2017-03-15
    Routledge

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