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.
Consumer Decision-Making, Analytics and AI
1st Edition
By Andrew Smith, Evgeniya Lukinova, John Harvey, Gavin Smith, Roberto Mansilla, James Goulding, Georgiana Nica-Avram
June 27, 2025
Many decisions in our lives are decisions we make as consumers and buyers. Analytics- driven marketing underpinned by machine learning and AI has had a seismic impact on the execution of these decisions and on behavioural outcomes. This book dissects processes and issues at the heart of our ...
Place Branding and Marketing from a Policy Perspective: Building Effective Strategies for Places
1st Edition
By Vincent Mabillard, Martial Pasquier, Renaud Vuignier
June 27, 2025
As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic literature—which tends to miss down-to-earth practitioners' concerns and to overlook policy and political ...
Disability and Digital Marketing
1st Edition
Edited
By Jonatan Södergren, Niklas Vallström
June 13, 2025
This book explores how digital marketing can drive disability inclusion in consumer culture by addressing accessibility, representation, and research methodologies. It offers practical and theoretical insights for academics, practitioners, and policymakers interested in marketing, communication, ...
Peopling Marketing, Organization, and Technology: Interactionist Studies in Marketing Interaction
1st Edition
By Dirk vom Lehn
May 26, 2025
Peopling Marketing, Organization, and Technology takes an interactionist attitude to study the organization of marketing interaction and the embedding of technology within that organization. By analysing clear illustrative studies, this book explicates the interactionist attitude and demonstrates ...
Digital Ownership and Consumption: Visions of Web3 and the NFT Experiment in Digital Uniqueness
1st Edition
By Domen Bajde
May 12, 2025
This book ventures into new and often-contested terrains of NFT consumption to explore what they reveal about digital ownership. Is there a place for ownership in the digital world? What does it mean to possess something digital? What is the role of uniqueness in digital ownership? How do digital ...
Market-Oriented Disinformation Research: Digital Advertising, Disinformation and Fake News on Social Media
1st Edition
By Carlos Diaz Ruiz
March 25, 2025
Market-Oriented Disinformation Research explores the spread of false or misleading information online through the lens of marketing theory and consumer research. It examines how the business models of digital platforms and advertising technology firms (AdTech) generate digital markets that ...
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 ...