Global Marketing provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond…
Paperback – 2016-08-12
Routledge
Frameworks for Market Strategy: European Edition helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors, and lies at the core of leading and managing a…
Paperback – 2016-08-08
Routledge
Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and companies use values to describe the core associations of their brand. Yet despite this, the values concept has received limited attention in…
Hardback – 2016-08-02
Routledge
Global corporations initiate, join and maintain socio-technological change and hence, alter the ways in which we organize our lives. Demanding significant investment of resources and time, the development and implementation of new technologies on different levels must take into consideration these…
Paperback – 2016-07-31
Routledge
Routledge Studies in Innovation, Organizations and Technology
Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each…
Paperback – 2016-07-31
Routledge
Routledge Interpretive Marketing Research
Although there is a small body of feminist scholarship that problematizes gender in public relations, gender is a relatively undefined area of thinking in the field and there have been few serious studies of the socially constructed roles defining women and men in public relations. This book is…
Paperback – 2016-07-31
Routledge
Routledge New Directions in Public Relations & Communication Research
It takes more than a baby to make a mother, and mothers make more than babies. Bringing together a range of international studies, Motherhoods, Markets and Consumption examines how marketing and consumer culture constructs particular images of what mothers are, what they should care about and how…
Paperback – 2016-07-31
Routledge
Routledge Interpretive Marketing Research
The current economic and political climate places ever greater pressure on public organizations to deliver services in a cost-efficient way. Focused on the costs of service delivery, governments across the world have introduced a series of business like practices – from performance management to…
Paperback – 2016-07-31
Routledge
Routledge Critical Studies in Public Management
All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to consumer behaviour in sport and events, combining theory and cutting-edge research with practical guidance and advice to enable students and…
Paperback – 2016-07-26
Routledge
"Becoming a Public Relations Writer" is a comprehensive guide to the writing process for public relations practice. Using straightforward, no-nonsense language, realistic examples, easy-to-follow steps, and practical exercises, this text introduces the various formats and styles of writing you will…
Paperback – 2016-07-22
Routledge
Social marketing is an exciting new field of study that promises much to help alleviate many dilemmas of the human condition. It may be associated with any social project undertaken where human interests (short and long term) override commercial ones. The Promise of Social Marketing examines the…
Hardback – 2016-07-21
Routledge
Creating memories and joyous experiences for consumers is a key dimension affecting the profitability and growth of a hospitality firm. Drawing on global experiences, this new book, Hospitality Marketing and Consumer Behavior: Creating Memorable Experiences, looks at the diverse factors that create…
Hardback – 2016-07-20
Apple Academic Press
Advances in Hospitality and Tourism