Routledge Studies in Marketing
About the Book Series
This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice.
It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.
Consuming Atmospheres: Designing, Experiencing, and Researching Atmospheres in Consumption Spaces
1st Edition
Edited
By Chloe Steadman, Jack Coffin
January 30, 2025
Atmosphere is a term often used in everyday life to describe how a consumption space feels and has long been an important theme within marketing. There has been renewed interest in atmosphere over recent years in marketing and beyond, with the concept at a crucial point in its development. However,...
Country-of-Origin Effect in International Business: Strategic and Consumer Perspectives
1st Edition
Edited
By Anna Grudecka, Marzanna K. Witek-Hajduk
January 30, 2025
Various phenomena in the global economy, such as intensifying firm internationalization and international sourcing resulting in a growing number of hybrid products, raise the question of whether the country-of-origin (COO) and the country-of-origin effect (COE) still matter in contemporary ...
Digital Currency and Consumption: The Meaning of Money in an Era of Digital Currency
1st Edition
By Jashim Khan, Russell Belk
December 31, 2024
The digitalization of payment modes, combined with the development of Blockchain technology, is shaping the future of digital currency worldwide. Many financial regulators are experimenting with the feasibility of digital currencies nationally in a variety of forms, such as cryptocurrency, virtual ...
Business Digitalization: Corporate Identity and Reputation
1st Edition
Edited
By Pantea Foroudi, Maria Teresa Cuomo
December 18, 2024
Technological advances, alongside increasing globalization and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organizations must react and adapt quickly to compete. This book investigates and explores the impact of digital ...
Digital Transformation and Corporate Branding: Opportunities and Pitfalls for Identity and Reputation Management
1st Edition
Edited
By Maria Teresa Cuomo, Pantea Foroudi
December 18, 2024
Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organisations must react and adapt quickly to compete. This book investigates and explores the impact of digital ...
Branded Content and Entertainment in Advertising: A Theoretical and Empirical Study of Creative Advertising Practices
1st Edition
By María Rodríguez-Rabadán Benito
November 28, 2024
In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyzes branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the adaptation ...
Decolonizing Marketing Theory and Practice: Beyond Inclusivity and Sustainability Debates
1st Edition
Edited
By Hasan Gilani
November 22, 2024
In academic institutions worldwide, the call to decolonize the syllabus, curriculum, and the entire university experience is growing louder and more urgent. Yet, the conversation must extend beyond blogs, hashtags, and social media trends. This book dives deep into the critical need to challenge ...
Interfaith Marketing: A Cross-Religious Approach
1st Edition
By Frank G. Cabano, Stefan Müller, Katja Gelbrich
November 20, 2024
Religious affiliation and religiosity of consumers can give rise to a differentiation of marketing strategy and marketing mix. They influence the values, habits and attitudes of consumers as well as their decision-making and consumption behavior. This book presents a comprehensive overview of the ...
The Future of Charity Marketing
1st Edition
Edited
By Sarah-Louise Mitchell, Fran Hyde
November 07, 2024
Charities play an increasingly important role in our society. Whether caring for the vulnerable, campaigning for change or enabling access to the arts, they are organisations on a mission, underpinned by social purpose. However, charities now face unique challenges in a turbulent global economic ...
Marketing and Gamification: Applications, Challenges, and Ethics
1st Edition
Edited
By Sahil Gupta, Razia Nagina, Mandakini Paruthi, Gaurav Gupta
October 28, 2024
Gamification plays a major role in individual and business decision-making in today’s digital era, remarkably changing the way businesses perform basic functions. Gamification techniques can be applied to a variety of marketing activities to help marketers create a more immersive and interactive ...
Money and Marketing in the Art World
1st Edition
By Henrik Hagtvedt
October 21, 2024
How does the art market choose its winners, thereby also deciding what millions of visitors to galleries and museums will view, year after year? Whereas art historical writing and contemporary commentary tend to highlight the efforts of specific artists, this book illustrates how money and ...
Ethnic Hospitality Marketing: Authenticity and Quality Constructions in the Greek Food Industry
1st Edition
By Elena Chatzopoulou
October 09, 2024
Ethnic-themed restaurants are informal but powerful ambassadors for a country’s culture and contributors to local and national economies. Communicating authenticity and quality are essential characteristics in the development of a competitive and effective marketing strategy for restaurants. This ...