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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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Storytelling in Marketing and Brand Communications

Storytelling in Marketing and Brand Communications

1st Edition

Forthcoming

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 storytelling...

Individuals in B2B Marketing Sensemaking and Action in Context

Individuals in B2B Marketing: Sensemaking and Action in Context

1st Edition

Forthcoming

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

Visual Methods in Marketing and Consumer Research

1st Edition

Forthcoming

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

Artificial Intelligence for Marketing Management

1st Edition

Forthcoming

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

Consumer Ethnocentrism, Country of Origin and Marketing: Food Market in Poland

1st Edition

Forthcoming

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

European Consumers in the Digital Era: Implications of Technology, Media and Culture on Consumer Behavior

1st Edition

Forthcoming

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

The Dynamics of Influencer Marketing: A Multidisciplinary Approach

1st Edition

Forthcoming

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 ...

The Continuum of Consumer Choice

The Continuum of Consumer Choice

1st Edition

By Gordon R. Foxall
March 12, 2024

Human consumption is multi- faceted and so requires inter- disciplinary exploration in order to explain a spectrum of experiences that is at once particular and allpervading. Consumer choice is a microcosm of human activity which transcends the purview of the archetypal marketing or consumer ...

Corporate Branding in Logistics and Transportation Recent Developments and Emerging Issues

Corporate Branding in Logistics and Transportation: Recent Developments and Emerging Issues

1st Edition

Edited By Nor Aida Abdul Rahman, T.C. Melewar, Pantea Foroudi, Suraksha Gupta
March 05, 2024

The academic and scholarly interest in the subject of branding in both the consumer and industrial markets has grown substantially in the dynamic post-pandemic environment. The growth in research outputs by a handful of business scholars explains the impact of brand in an industrial ...

Peopling Marketing, Organization, and Technology Interactionist Studies in Marketing Interaction

Peopling Marketing, Organization, and Technology: Interactionist Studies in Marketing Interaction

1st Edition

By Dirk vom Lehn
January 31, 2024

Peopling Marketing, Organization, and Technology takes an interactionist attitude to study the organization of marketing interaction and the embedding of technology within that organization. By analysing clear illustrative studies, this book explicates the interactionist attitude and demonstrates ...

Place Branding and Marketing from a Policy Perspective Building Effective Strategies for Places

Place Branding and Marketing from a Policy Perspective: Building Effective Strategies for Places

1st Edition

By Vincent Mabillard, Martial Pasquier, Renaud Vuignier
December 04, 2023

As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic literature—which tends to miss down-to-earth practitioners' concerns and to overlook policy and political ...

Country-of-Origin Effect in International Business Strategic and Consumer Perspectives

Country-of-Origin Effect in International Business: Strategic and Consumer Perspectives

1st Edition

Edited By Anna Grudecka, Marzanna K. Witek-Hajduk
October 01, 2023

Various phenomena in the global economy, such as intensifying firm internationalization and international sourcing resulting in a growing number of hybrid products, raise the question of whether the country-of-origin (COO) and the country-of-origin effect (COE) still matter in contemporary ...

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