Bøger i Routledge Studies in Marketing serien

This book looks at the recent emergence of "new ordinary consumption," in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own well-being.

This book concentrates on understanding the relationship of religiosity with various aspects of consumption and consumer behaviour to improve policy and build on an under represented topic.

Drawing on qualitative research methods, the book explores examples from the Greek food industry to analyse restaurateurs' and consumer constructed meanings of authenticity, how it is transmitted and received.

This book demonstrates the concept of CSR and how it is included as an element of value-based marketing. Using research from the Polish market, the author explores the concept of value-based marketing, how organisations are implementing CSR and analyses the effect on consumer behaviour.

This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand.

Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability.

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 marketing.

This book offers a holistic perspective of consumer behavior in the 21st century in different European cultures that are characterized by new technologies, including smartphones, AR, IoT, AI, and social media, as well as cultural changes and the Covid-19 pandemic.

Country of origin and consumer ethnocentrism are evolving constructs as consumers' perception towards country, state or region changes over time.This book explores the phenomena of consumer ethnocentrism and country-of-origin effect on the food market using examples from Polish retailers.

This book is the first to provide evidence-based experiences to guide stakeholder management in social marketing interventions, as well providing contemporary discussions of social marketing research.

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.

This book brings together leading scholars to rigorously explore the contemporary issues facing charity marketing, to challenge students and researchers to think about charity marketing in a way that is creative and impactful.

This book brings together leading scholars to rigorously explore the contemporary issues facing charity marketing, to challenge students and researchers to think about charity marketing in a way that is creative and impactful.

Brands - corporate, products, service- today are collectively defined by their customers, , deriving from personal experiences and word-of-mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation.

This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand.

This book is the first to provide evidence-based experiences to guide stakeholder management in social marketing interventions, as well providing contemporary discussions of social marketing research.

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.

Contemporary Consumer Culture Theory is a reflective assessment, in theoretical, empirical and evocative keys, of the state of the field of consumer culture theory and an indication of the scholarly directions in which the discipline is evolving providing reflection upon a rapidly expanding discipline by some of its prime movers.