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Routledge Studies in Marketing


About the 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.

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Understanding the Higher Education Market in Africa

Understanding the Higher Education Market in Africa

1st Edition

Forthcoming

Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson
March 23, 2020

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...

Food Advertising and Childhood Obesity: Examining Food Type, Brand Mascot Physique, Health Message, and Media

Food Advertising and Childhood Obesity: Examining Food Type, Brand Mascot Physique, Health Message, and Media

1st Edition

Fariba Esmaeilpour, Mitra Shabani Nashtaee
January 28, 2020

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 Marketing of Higher Education in Africa

Strategic Marketing of Higher Education in Africa

1st Edition

Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson
January 23, 2020

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...

Digital Disruption in Marketing and Communications: A Strategic and Organizational Approach

Digital Disruption in Marketing and Communications: A Strategic and Organizational Approach

1st Edition

Edoardo Magnotta
October 17, 2019

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...

Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches

Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches

1st Edition

Charles Blankson, Stanley Coffie
September 12, 2019

Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous fi rms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad defi nition of base of the pyramid (BoP)...

Strategic Brand Management in Higher Education

Strategic Brand Management in Higher Education

1st Edition

Bang Nguyen, T.C Melewar, Jane Hemsley-Brown
February 21, 2019

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...

Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour

Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour

1st Edition

Aijaz A. Shaikh, Heikki Karjaluoto
January 15, 2019

Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and FinTech firms as well as other participants, such as PayPal and Amazon, in developing and deploying innovative financial and...

Relationship Marketing in the Digital Age

Relationship Marketing in the Digital Age

1st Edition

Robert W. Palmatier, Lena Steinhoff
January 02, 2019

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

Ethnic Marketing: Theory, Practice and Entrepreneurship

1st Edition

Guilherme D. Pires, John Stanton
December 13, 2018

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...

The Psychology of Consumer Profiling in a Digital Age

The Psychology of Consumer Profiling in a Digital Age

1st Edition

Barrie Gunter
August 07, 2018

Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands,...

Marketing, Rhetoric and Control: The Magical Foundations of Marketing Theory

Marketing, Rhetoric and Control: The Magical Foundations of Marketing Theory

1st Edition

Christopher Miles
April 20, 2018

Marketing, Rhetoric and Control investigates the tensions that surround the place of persuasion (and, more broadly, control) in marketing. Persuasion has variously been seen as an embarrassment to the discipline, a target for anti-marketing sentiment, the source of marketing’s value in the modern...

Contemporary Consumer Culture Theory

Contemporary Consumer Culture Theory

1st Edition

John F. Sherry, Eileen M Fischer
June 01, 2017

Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade. The volume seeks to help break down the silos that have arisen...

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