Brand Management Products

  • The Art of Co-Branding

    From Artists to Celebrities, to NGO's, Museums, Territories and More, 1st Edition

    By Geraldine Michel, Reine Willing

    Co-branding is widely considered the art of the perfect match. This book is a guide to understanding the complex process of co-branding as well as it explaining the key factors of success to build this specific form of a partnership. This book gives tangible examples of partnerships between various…

    Paperback – 2019-05-30 
    Routledge

  • International Luxury Brand Strategy

    1st Edition

    Edited by Pierre Xiao Lu

    This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions on how to create and develop a worldwide luxury brand in the 21st century. The book gives an overview on how a luxury brand is created through economic rules and…

    Paperback – 2019-04-22 
    Routledge

  • Country of Origin Effect

    Looking Back and Moving Forward, 1st Edition

    Edited by Isaac Cheah, Ian Phau, Gaetano Aiello

    This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies. The contributors explore a variety of strategies for…

    Hardback – 2019-03-29 
    Routledge

  • Strategic Brand Management in Higher Education

    1st Edition

    Edited by Bang Nguyen, T.C Melewar, Jane Hemsley-Brown

    University branding has increased substantially, due to demands on universities to enroll greater numbers of students, rising tuition fees, the proliferation of courses, the growing "internationalization" of universities, financial pressures and reliance on income from foreign students. As higher…

    Hardback – 2019-03-11 
    Routledge
    Routledge Studies in Marketing

  • Perspectives on Impact

    Leading Voices On Making Systemic Change in the Twenty-First Century, 1st Edition

    Edited by Nina Montgomery

    This book offers a snapshot of how the ‘impact’ industry is tackling the complex, multi-dimensional challenges facing our world. The book's chapters apply a systems thinking lens to (1) dimensionalize various approaches to social change, and (2) call for greater cross-sectoral and interdiscplinary…

    Paperback – 2019-02-27 
    Routledge

  • Perspectives on Purpose

    Building Brands and Businesses for the Twenty-First Century, 1st Edition

    Edited by Nina Montgomery

    Purpose is everywhere. But as an industry, in our purpose fervor we have become fairly flippant in our usage of the term to the point where it has become somewhat flimsy, diluted by imprecise and varied applications across LinkedIn posts and strategy decks. At its most basic, the purpose of this…

    Paperback – 2019-02-20 
    Routledge

  • City Branding and Promotion

    The Strategic Approach, 1st Edition

    By Waldemar Cudny

    This book explores theoretical concepts of strategic promotion and place branding in cities. It outlines the issues associated with strategic management of urban territories and highlights various types of development strategies that seek to encourage socio-economic development, growth and city…

    Hardback – 2019-02-15 
    Routledge
    Routledge Studies in Urbanism and the City

  • The Art of Plain Speaking

    How to Write and Speak in a Way that Will Impress the People that Matter, 1st Edition

    By Charlie Corbett

    After more than a decade working as an editor and journalist, Charlie Corbett took his first, tentative steps into the corporate world in 2012. And was appalled by what he found there: a confusing and nonsensical place, where common sense and basic humanity had been replaced by jargon, dehumanising…

    Hardback – 2018-12-17 
    Routledge

  • The Political Economy of City Branding

    1st Edition

    By Ari-Veikko Anttiroiko

    Globalization affects urban communities in many ways. One of its manifestations is increased intercity competition, which compels cities to increase their attractiveness in terms of capital, entrepreneurship, information, expertise and consumption. This competition takes place in an asymmetric…

    Paperback – 2018-10-26
    Routledge

  • Organizational Reputation in the Public Sector

    1st Edition

    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 – 2018-10-25
    Routledge
    Routledge Critical Studies in Public Management

  • Social and Environmental Issues in Advertising

    1st Edition

    Edited by Sukki Yoon, Sangdo Oh

    In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example,…

    Paperback – 2018-10-18
    Routledge

  • Marketing Performativity

    Theories, practices and devices, 1st Edition

    Edited by Katy Mason, Hans Kjellberg, Johan Hagberg

    Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is marketing theory performative?’ How does marketing theory shape action? Who uses it in practice…

    Paperback – 2018-10-18
    Routledge
    Key Issues in Marketing Management

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