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.
Religion and Consumer Behaviour: Influence of Religiosity and Culture on Consumption
1st Edition
Edited
By Gaurav Gupta, Mandakini Paruthi, Shivinder Nijjer
October 09, 2024
Religion is an important part of individual lives, playing a major role in our decision making and puchasing. Understanding the influence of religion on consumer behaviour is therefore an essential practice for business. The COVID-19 pandemic has especially enhanced the influence of consumers’ ...
Marketing in Developing Nations: Contemporary Developments, Cases and Problems in Africa, Asia and the Middle East
1st Edition
Edited
By Ayodele C. Oniku
October 03, 2024
The developing markets of Africa, Asia and the Middle East are quickly becoming the future of world economic and trade development. They are affluent in terms of population, resources and market expansion, with rising interests from the EU, United States and multi-national corporations in the ...
Corporate Social Responsibility and Marketing Ethics: The Effects of Value-Based Marketing on Consumer Behaviour
1st Edition
By Honorata Howaniec
August 26, 2024
Changes in the economy and greater competition force us to adapt our business practices and to take greater account of the needs of consumers and the social problems they care about. Consumers are placing an increasing weight on the social responsibility of the organisations they choose to purchase...
Sustainable Marketing and Customer Value
1st Edition
Edited
By Subrata Chattopadhyay, Sundeep Singh Sondhi, Arunava Dalal
August 26, 2024
Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation. It discusses the facets in which ...
Storytelling in Marketing and Brand Communications
1st Edition
By S M A Moin
July 12, 2024
Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how ...
Individuals in B2B Marketing: Sensemaking and Action in Context
1st Edition
Edited
By Maria Ivanova-Gongne, Lasse Torkkeli, Nikolina Koporcic, Wilhelm Barner-Rаsmussen
June 21, 2024
The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s ...
Visual Methods in Marketing and Consumer Research
1st Edition
Edited
By Fatema Kawaf, Ofer Dekel-Dachs
June 21, 2024
Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research. This book offers a comprehensive ...
Artificial Intelligence for Marketing Management
1st Edition
Edited
By Park Thaichon, Sara Quach
May 27, 2024
Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development and services, has helped to power AI-based market intelligence and customer insights, and improve customer relationship management. This timely book addresses the use of AI in ...
Consumer Ethnocentrism, Country of Origin and Marketing: Food Market in Poland
1st Edition
By Paweł Bryła, Tomasz Domański
May 27, 2024
Country of origin and consumer ethnocentrism are evolving constructs as consumers’ perception of country, state, or region changes over time. Understanding consumer motivations and attitudes towards a country and its products can provide valuable insights for marketing strategies. This book ...
European Consumers in the Digital Era: Implications of Technology, Media and Culture on Consumer Behavior
1st Edition
Edited
By Małgorzata Bartosik-Purgat, Nela Filimon
May 27, 2024
Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market. What determinants are inducing these changes in ...
The Dynamics of Influencer Marketing: A Multidisciplinary Approach
1st Edition
Edited
By José M. Álvarez-Monzoncillo
May 27, 2024
YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What ...
Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour
1st Edition
By Katarzyna Sanak-Kosmowska
May 31, 2023
This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing, and word-of-mouth (WOM) marketing. It ...