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.
Internal Marketing: Theories, Perspectives, and Stakeholders
1st Edition
By David M. Brown
April 29, 2022
This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists and areas in which new perspectives may enrich our understanding of this crucial subject. Internal ...
Charity Marketing: Contemporary Issues, Research and Practice
1st Edition
Edited
By Fran Hyde, Sarah-Louise Mitchell
December 20, 2021
Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying. High-profile scandals have knocked public trust and the recent Covid-19 pandemic has illustrated how important it is for charities to provide support in ...
Food Advertising and Childhood Obesity: Examining Food Type, Brand Mascot Physique, Health Message, and Media
1st Edition
By Fariba Esmaeilpour, Mitra Shabani Nashtaee
September 30, 2021
This book explores the ways in which the environmental factor of advertising can influence children’s food choice and health status, and how it contributes to the significant public health issue of childhood obesity.Food Advertising and Childhood Obesity seeks to gain a better understanding of ...
Strategic Brand Management in Higher Education
1st Edition
Edited
By Bang Nguyen, T.C Melewar, Jane Hemsley-Brown
September 30, 2021
University branding has increased substantially, due to demands on universities to enrol 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 ...
Strategic Marketing of Higher Education in Africa
1st Edition
Edited
By Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson
September 30, 2021
Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making.The Higher Education landscape around the ...
Understanding the Higher Education Market in Africa
1st Edition
Edited
By Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson
September 30, 2021
This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher education across the continent; their marketing strategies and the students’ selection process.While acknowledging the vast ...
Digital Disruption in Marketing and Communications: A Strategic and Organizational Approach
1st Edition
By Edoardo Magnotta
June 30, 2021
This book sets out the new frontier of marketing and communication through real case histories. Companies must rethink their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI...
Corporate Heritage Marketing: Using the Past as a Strategic Asset
1st Edition
By Angelo Riviezzo, Antonella Garofano, Maria Rosaria Napolitano
May 31, 2021
Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated reading of this marketing strategy, both from a theoretical and a managerial perspective. This book sets out to answer key questions, such ...
Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches
1st Edition
By Charles Blankson, Stanley Coffie
April 01, 2021
Brand management to sustain corporate reputation and customer loyalty isessential for both multinationals and indigenous fi rms in Africa. This bookprovides a practical overview of country branding and positioning activitiesin Africa, based on a broad defi nition of base of the pyramid (BoP) ...
Addiction as Consumer Choice: Exploring the Cognitive Dimension
1st Edition
By Gordon Foxall
March 31, 2021
A striking characteristic of addictive behavior is the pursuit of immediate reward at the risk of longer-term detrimental outcomes. It is typically accompanied by the expression of a strong desire to cease from or at least control consumption that has such consequences, followed by lapse, further ...
Relationship Marketing in the Digital Age
1st Edition
By Robert Palmatier, Lena Steinhoff
March 31, 2021
The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business ...
Ethnic Marketing: Theory, Practice and Entrepreneurship
1st Edition
By Guilherme Pires, John Stanton
December 18, 2020
Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant ...