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Routledge Library Editions: Marketing


About the Series

Re-issuing 40 volumes from 1960 - 1999 this set covers the growth of this important sub-discipline of Business Studies.Volumes authored by specialists in marketing from across the globe discuss diverse topics such as:

  • Tourism Marketing
  • Advertising
  • Marketing Strategy & Innovation
  • Marketing in the aviation industry
  • The Rise and Fall of Mass Marketing
  • Marketing in Developing Countries 

28 Series Titles

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Advertising for Account Holders (RLE Marketing)

Advertising for Account Holders (RLE Marketing)

1st Edition

Nigel Linacre
January 21, 2016

The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and...

Marketing for the Developing Company (RLE Marketing)

Marketing for the Developing Company (RLE Marketing)

1st Edition

John Winkler
December 21, 2015

This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many...

The Advertising Agency (RLE Marketing): Procedure and Practice

The Advertising Agency (RLE Marketing): Procedure and Practice

1st Edition

Floyd Y. Keeler, Albert E. Haase
December 21, 2015

This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the...

The Early Advertising Scene (RLE Marketing)

The Early Advertising Scene (RLE Marketing)

1st Edition

Harden B. Leachman
December 21, 2015

Few of us realize how many of our modern comforts we owe to advertising. This fascinating volume provides a history of early American advertising, in a pre-regulation age when all manner of schemes thrived in an advertising free-for-all. As well as examining advertising techniques at the turn of...

Planning the Corporate Reputation (RLE Marketing)

Planning the Corporate Reputation (RLE Marketing)

1st Edition

Vic Markham
December 17, 2015

This book reveals the importance of seeking and building an identifiable and favourable corporate identity for the enterprise. The subject is pursued in all its aspects, from the stage of basic market research right through to organization and control of the corporate plan....

Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing)

Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing)

1st Edition

Stuart St P Slatter
December 11, 2015

This book examines the nature and extent of competition in the pharmaceutical industry and analyses the interaction between market structure and selected elements of the marketing mix. It provides valuable insights into the level of promotional expenditure required to achieve a significant market...

Marketing Management in Air Transport (RLE Marketing)

Marketing Management in Air Transport (RLE Marketing)

1st Edition

Jack L. Grumbridge
December 11, 2015

This book is an account of the management and environmental aspects of marketing a major airline, at a time of rapid growth in the aviation industry. It brings out the problems involved in marketing a service as distinct from a commodity, and highlights the special aspects which flow from...

Masters of Advertising Copy (RLE Marketing)

Masters of Advertising Copy (RLE Marketing)

1st Edition

J. George Frederick
December 11, 2015

This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with...

Marketing in Perspective (RLE Marketing)

Marketing in Perspective (RLE Marketing)

1st Edition

Simon Majaro
November 26, 2015

This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of...

Marketing Organisation (RLE Marketing)

Marketing Organisation (RLE Marketing)

1st Edition

Nigel Piercy
November 26, 2015

Aimed primarily at the MBA student or those preparing for professional qualifications in the marketing field, this book analyses the process of decision making in marketing and the role of organisation. It examines: The study of the organisational location and positioning of the marketing...

Marketing (RLE Marketing): The Management Way

Marketing (RLE Marketing): The Management Way

1st Edition

Arnold K. Weinstein
November 26, 2015

Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival....

Marketing and Marketing Assessment (RLE Marketing)

Marketing and Marketing Assessment (RLE Marketing)

1st Edition

J. L. Sewell
November 26, 2015

This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be...

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