Marketing 2009 (UK)

Marketing Routledge

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Welcome to the Routledge

Marketing CatalogueNew Titles & Key Backlist 2009

CONTACTSMARKETING ENQUIRIESFor all territories excluding the Americas:Alex RobinsonMarketing ManagerEmail: [email protected]

Gemma WalkerMarketing Co-ordinatorEmail: [email protected]

For USA, Canada, Latin America:David WilfingerMarketing ManagerEmail: [email protected]

EDITORIAL ENQUIRIESFor all territories excluding the Americas:Terry ClagueSenior EditorEmail: [email protected]

For USA, Canada, Latin America:John SzilagyiPublisher - Business and ManagementEmail: [email protected]

Trade customers’ representatives, agents and distributionFor a list of all trade customers’ representatives, agents and distributors for UK, Rest of World, North America and South America visit: http://www.routledge.com/representatives

INSPECTION COPIESTextbooks marked ‘Available as anInspection Copy’ can be sent to lecturersconsidering adopting them for relevantcourses. See the order form at the centre of this catalogue for more information.

FORTHCOMING IN 20102ND EDITION

Revealing the CorporationPerspectives on Identity, Image, Reputation,Corporate Branding and Corporate Level Marketing

Edited by Stephen Greyser, Harvard Business School,USA and John Balmer

An international andmultidisciplinary collection, edited bypioneers in the field, this workcaptures the quintessence of thecorporation and its many inner andouter manifestations, presentingreaders with a new approach to thesubject area.

Fully revised and updated with theoriginal contributions contextualizedby the editors’ analyses andcommentary to draw them togetherinto a coherent whole, this

anthology affords readers a new way of comprehendingorganizations.

This new edition features

• a new introductory section to branding and public relations, contextualizing the rest of the volume

• new case vignettes for each section with enhancedpedagogy to enable reader reflection on the themesexamined

• new readings and an updated Harvard style case study

• revised and updated commentary and analysis from the editors.

January 2010: 246x174: 352ppHb: 978-0-415-77345-4: £80.00 US $160.00

Pb: 978-0-415-77346-1: £27.99 US $55.95

FORTHCOMING IN 20102ND EDITION

TEXTBOOK

Qualitative Research Methods inPublic Relations and MarketingCommunicationsChristine Daymon and Immy HollowayJanuary 2010: 234 x 156: 304ppHb: 978-0-415-47117-6: £80.00 US $160.00

Pb: 978-0-415-47118-3: £24.99 US $49.95

FORTHCOMING IN 2010TEXTBOOK

Worldwide Cases in MarketingManagementLuiz Moutinho, University of Glasgow, UK and Kun-Huang Huang, Feng Chai University, Taiwan

The case-study method has been one of the most important’backbones’ and teaching tools in business managementeducation for many decades, particularly since thegeneralization of its use at Harvard Business School in 1908.This breakthrough text moves away from the Anglo-centrictradition which has sometimes undermined this tradition toprovide a truly global perspective, exploring the differentrealities of marketing management in a range ofenvironments.

Examining a range of specific local business environments,cultural make-ups, population fabrics, and managementstyles, this text explores key issues that call for effectivemarketing decision-making in a particular setting. Thechallenges faced by different countries in the EU arethoroughly examined, and chapters focus on a selection ofimportant commercial organizations.

This book illuminates the commercial context that hasevolved from a number of important political developmentsin recent years. It will prove engaging reading to all studentsof marketing and international business

January 2010: 246x174: 352ppHb: 978-0-415-45888-7: £80.00 US $160.00

Pb: 978-0-415-45889-4: £27.99 US $55.95

FORTHCOMING IN 2010TEXTBOOK

Essentials of Marketing ManagementGeoffrey Lancaster, London School of Commerce, UKand Lester Massingham, City College of London, UK

Selected Contents: 1. Development of Marketing 2. Consumer and Organisational Buyer Behaviour 3. Segmentation, Targeting and Positioning 4. Product andInnovation Strategies 5. Price: Methods and Responsibilities6. Channels of Distribution 7. Logistics 8. Advertising 9. Sales Promotion 10. Selling and Sales Management 11. Public Relations 12. Direct Marketing and e-Marketing13. Customer Care, Service Marketing and RelationshipMarketing 14. Sales Forecasting 15. Marketing InformationSystems and Research 15. Strategic MarketingImplementation 16. Analysing the Marketing Environment17. Strategic Marketing Evaluation and Control 18. International MarketingFebruary 2010: 246x189: 560ppHb: 978-0-415-55346-9: £85.00 US $140.00

Pb: 978-0-415-55347-6: £29.99 US $56.95

1MARKETING

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FORTHCOMING

Global MarketingThe New Realities

Michael R. Czinkota and Ilkka A. Ronkainen, both atGeorgetown University, USA

Global Marketing: The New Realities alerts every business tothe window of opportunity open to those willing to exploreglobal markets. Authors Czinkota and Ronkainen bringreaders quickly up to speed on the essentials of internationalmarketing that will make for smoother sailing overseas. Thebook demonstrates how to strike back when worldcompetitors move into one’s territory trying to shrink one’smarkets. It also explains all the strategic alternatives forgoing global – from exporting and licensing todistributorships and joint ventures. The authors illustratehow to present, promote, and price products and services toappeal to multiple world markets. Finally, Global Marketing:The New Realities equips readers to ride out the risks andreap the rewards of world-class entrepreneurship.

December 2009: 229x152: 220ppHb: 978-0-415-80194-2: £31.99 US $59.95

Pb: 978-0-415-80195-9: £27.99 US $49.95

eBook: 978-0-203-87510-0

RELATED JOURNAL

Journal of MarketingCommunicationsEditor: Philip J. Kitchen, University of Hull, UKVolume 15, 2009, 5 issues per yearPrint ISSN: 1352-7266 Online ISSN: 1466-4445

FORTHCOMING2ND EDITION

TEXTBOOK

Public Relations Cases and ReadingsInternational Perspectives

Edited by Daniel Moss, Barbara DeSanto, WashingtonUniversity, USA and Melanie Powell

This unique collection of contemporary international publicrelations case studies gives readers in-depth insights into theeffective use of public relations in a range of organizationalcontexts. The cases examined demonstrate the breadth ofcontemporary public relations practice and the increasingimportance and sophistication of the public relationsfunction in both public and private sector organizations.Casas from the UK, Norway, Spain, Sweden, South Africa,Canada and the USA are featured

Offering valuable insights into the development of PR andcommunication strategies, the areas examined include:

• corporate identity change and management

• global reputation management

• crisis management in the oil and shipping industries

• exploiting strategic alliances between voluntary and privatesector organizations

• public relations support for international branding andmarket entry

• the importance of internal communications duringinternational mergers

• the integration of public relations and marketingcommunications

• business-to-business communications.

Also including analysis and discussion questions to supportthe case studies and maintaining a good balance betweentheory and practice it is an invaluable resource for teachers,researchers and students working in public relations,corporate communications and public affairs.

November 2009: 246x174: 288ppHb: 978-0-415-77336-2: £80.00 US $160.00

Pb: 978-0-415-77337-9: £24.99 US $39.95

eBook: 978-0-203-08898-2

MARKETING2




NEW

Trade Marks, Brands andCompetitivenessEdited by Teresa da Silva Lopes, Queen Mary,University of London, UK and Paul Duguid, Universityof California, Berkeley, USA

Series: Routledge International Studies in Business History

Trade Marks, Brands and Competitiveness brings togetherscholars from a variety of disciplines to provide a criticalaccount of the contribution of branding to economicgrowth, the relationship between trademark law and brandstrategy, and the building and repositioning of individualbrands as case studies in the effects of competition.

Selected Contents: Preface Jack Keenan Introduction Teresada Silva Lopes & Paul Duguid Part One: Trademarks andNational Competitiveness 1. Is Britain Good for TradeMarks? Tim Ambler 2. Trade Marks and Performance MarkRogers & Christine Greenhalgh 3. Brands and reputation MarkCasson and Nigel Wadeson 4. Brands and Country Image PerHansen Part Two: Trade Marks and the Law 5. TheUneasy Relationship between Trade marks and brands JenniferDavis 6. Trade marks, brands and Competition SpyrosManiatis 7. Brands in Chains Paul Duguid 8. The GeneralProblem of Trade Mark Infringement David Higgins 9. Marksand Registration John Mercer, Teresa da Silva Lopes, PaulDuguid Part Three: Building Brands 10. Unilever and itsBrands since the 1950s Peter Miskell 11. Operations versusBranding Giulliano Maielli 12. Turning Trademarks into BrandsStefan Schwarzkopf 13. Branding Shell Michael HellerJuly 2009: 229x152: 288ppHb: 978-0-415-77693-6: £70.00 US $140.00

RELATED JOURNAL

Journal of Strategic Marketing Increasing to 6 issues per year in 2009

Editors: Nigel F. Piercy, The University of Warwick,UK and Carolyn Strong, University of Bath, UKVolume 17, 2009, 6 issues per yearPrint ISSN: 0965-254X Online: 1466-4488

NEW

Boomer MarketingSelling to a Recession Resistant Market

Ian Chaston, University of Plymouth, UK

Boomer Marketing is the first bookto address the current globalrecession and its effects on firms’marketing strategies. Chaston arguesthat firms need to revise theirstrategies to focus on baby boomers(consumers in the 50+ age bracket),who are the wealthiest, fastestgrowing consumer group in theworld.

Key topics covered include:

• marketing errors made by UKbanks in the current global crisis

• market research

• customer targeting

• marketing strategies and pricing innovation

• promotion and distribution.

A world first, Boomer Marketing is useful for students ofmarketing and consumer behaviour and is essential readingfor practitioners who understand the need for money-oriented marketing.

June 2009: 234x156: 280ppHb: 978-0-415-48962-1: £85.00 US $153.00

Pb: 978-0-415-48963-8: £24.99 US $44.98

eBook: 978-0-203-87639-8

RELATED JOURNAL

The International Review of Retail,Distribution and Consumer ResearchEditors: Leigh Sparks, University of Stirling, UK andJohn A. Dawson, University of Edinburgh, UKVolume 19, 2009, 5 issues per yearPrint ISSN: 0959-3969 Online ISSN: 1466-4402

3MARKETING



Global Public RelationsSpanning Borders, Spanning Cultures

Alan R. Freitag and Ashli Quesinberry Stokes, bothat University of North Carolina at Charlotte, USA

This text provides a structured andpractical framework forunderstanding the complexities ofcontemporary public relations. It isan instructional book that guides thereader through the challenges ofcommunication and problem solvingacross a range of organizations andcross-cultural settings.

Written in a straightforward, livelystyle, the book covers:

• foundational theories, and factors that shape the discipline

• communication across cultures

• trends affecting the public relations profession throughoutthe world.

Incorporating case studies and commentary to illustrate keyprinciples and stimulate discussion, this book also highlightsthe different approaches professionals must consider indifferent contexts, from communicating with employees toliaising with external bodies, such as government agencies orthe media.

Offering a truly global perspective on the subject, GlobalPublic Relations is essential reading for any student orpractitioner interested in public relations excellence in aglobal setting.

Selected Contents: Section 1 Part 1: Common Ground Part 2: Evolution of the Profession Part 3: Theories andMethods Section 2 Part 4: Comparative Cultural Metrics Part 5: Structural Comparisons Part 6: State of the ProfessionSection 3 Part 7: South and Southeast Asia Part 8: China,Japan, and South Korea Part 9: The Middle East Part 10: Sub-Saharan Africa Part 11: Latin America Part 12: Central and Eastern Europe Part 13: Western Europe and Legacy Countries Part 14: Future of Global PR2008: 246x174: 328ppHb: 978-0-415-44814-7: £90.00 US $180.00

Pb: 978-0-415-44815-4: £28.99 US $55.95

eBook: 978-0-203-89018-9

Brand ManagementResearch, Theory and Practice

Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre, all at Copenhagen Business School, Denmark

For over two decades, it has beenargued that the brand is animportant value creator and shouldtherefore be a top managementpriority. However, the definition ofwhat a brand is remains elusive.

This comprehensive textbookpresents the reader with anexhaustive analysis of the scientificand paradigmatic approaches to thenature of brand as it has developedover the last twenty years. Taking amulti-disciplinary approach and

offering an exhaustive analysis of brand research literature, itdelivers a thorough understanding of the managerialimplications of these different approaches to themanagement of the brand.

Brand Management: Research, Theory and Practice fills agap in the market, providing an understanding of how thenature of brand and the idea of the consumer differ in theseapproaches and offers in-depth insight into the openingquestion of almost every brand management course: ’Whatis a brand?’

Selected Contents: Part One: Setting the Scene Part Two: Seven Brand Approaches Part Three: Taxonomy 2008: 234x156: 288ppHb: 978-0-415-44326-5: £80.00 US $160.00

Pb: 978-0-415-44327-2: £24.99 US $47.95

eBook: 978-0-203-99617-1

Concise Encyclopedia of ProfessionalServices MarketingKenneth E. Clow, University of Louisiana at Monroe,USA and Robert E. Stevens, Southeastern OklahomaState University, USA2008: 229x152: 180ppHb: 978-0-7890-3690-2: £60.00 US $110.00

eBook: 978-0-203-88471-3

MARKETING4



Cross-Cultural MarketingTheory, Practice and Relevance

Dawn Burton

Cross-cultural marketing is animportant element of thecontemporary business environment.Many conventional accounts of thetopic have conflated cross-culturaland cross-national marketing, but inthis groundbreaking, new book,Burton argues that thesegeneralizations have little meaninggiven the extent of multi-culturalismin many societies.

Given the importance of newemerging markets in the Far East,

Middle East, Asia and Latin America, this book raisesimportant questions about the applicability of existingmarketing theory and practice, which was originallydeveloped using the model of Western society. An extensiverange of cross-cultural marketing issues is addressed,including:

• cross-cultural consumer behaviour

• cross-cultural management practice

• promotional strategies

• product development

• distribution

• marketing research methods.

Cross-cultural Marketing offers a new, more complex andsophisticated approach to the important challenges forexisting marketing theory and practice and their continuedrelevance for stakeholders. As such, it is an invaluable textfor students of international and cross-cultural marketing, aswell as for practitioners who wish to assess newdevelopments in the field.

Selected Contents: Introduction 1. Cross-Cultural andMulticultural Marketing: Integrated or Parallel Discourses? 2. Defining the Cross-Cultural Market 3. TheoreticalApproaches to Cross-Cultural Marketing 4. Ethics and SocialResponsibility in Cross-Cultural Marketing 5. Cross-CulturalConsumer Behaviour 6. Cross-Cultural Marketing Research 7. Intercultural Marketing Communications 8. Space andPlace in Cross-Cultural Marketing 9. Cross-Cultural ProductPolicy 10. Cross-Cultural Pricing Policies 11. Cross-CulturalAspects of Relationship Marketing 2008: 234x156: 328ppHb: 978-0-415-44892-5: £80.00 US $160.00

Pb: 978-0-415-44893-2: £27.99 US $53.95

eBook: 978-0-203-88934-3• AVAILABLE AS AN INSPECTION COPY

Successfully DoingBusiness/Marketing In Eastern EuropeEdited by V.H. Kirpalani, College of Business,Bloomsburg University, USA, Lechoslaw Garbarski,Warsaw School of Economics, Poland and Erdener Kaynak, The Pennsylvania State University at Harrisburg, USA

Series: Routledge Studies in International Businessand the World Economy

Successfully Doing Business/Marketing in Eastern Europe is aunique collection of instructive and detailed essays that willhelp readers to understand and navigate the complexities ofthe business world and marketplace of Eastern Europe.

2008: 229x152: 244ppHb: 978-0-7890-3272-0: £60.00 US $95.00

eBook: 978-0-203-88570-3

5TH EDITION

TEXTBOOK

International MarketingStrategy and Theory

John Shaw, Providence College, USA and Sak Onkvisit, San Jose State University, USA

Marketing is a universal activity that iswidely applicable, regardless of thepolitical, social or economic systemsof a particular country. However, thisdoesn’t mean that consumers indifferent parts of the world should besatisfied in the same way.

The fifth edition of InternationalMarketing has been written to enablemanagers and scholars to meet theinternational challenges they face

every day. It provides the solid foundation required tounderstand the complexities of marketing on a global scale.

Fully updated, this book includes topical case studies,examples of contemporary marketing campaigns, the mostrelevant discussion topics and up-to-date theories, referencesand research findings. It is this combination of theory andpractice that makes this textbook truly unique, presenting afully rounded view of the topic rather than solely ananecodotal or descriptive. A companion website providesadditional material for lecturers and students alike.

2008: 246x189: 736ppHb: 978-0-415-77261-7: £95.00 US $185.00

Pb: 978-0-415-77262-4: £34.99 US $66.95

eBook: 978-0-203-87193-5

5MARKETING



TEXTBOOK

Strategic MarketingAn Introduction

Tony Proctor, University of Chester, UK

Fully updated and revised to includethe latest case studies and examplesfrom a broad range of industrysectors, this second edition ofStrategic Marketing: An Introductionis a concise, thorough andenlightening textbook thatdemonstrates how organizations cancope with a myriad of demands bybetter understanding themselves,their products or services, and theworld around them.

From assessing internal relationships to planning andimplementing marketing strategies, and featuring analysis ofrelationship marketing and strategic alliances, Proctor usesinsights from a range of key models and theoreticalframeworks to illustrate how an organization cansuccessfully take advantage of ‘strategic windows’ toimprove its position. Core issues covered include:

• marketing strategy

• analyzing the business environment

• the customer in the market place

• targeting and positioning

• marketing mix strategy.

This textbook is the complete guide to assessing andimposing a realistic and successful marketing strategy to fitan organization, its resources and objectives, and theenvironment in which it operates. Accessibly written andsupported by a user-friendly companion website, this newedition of Strategic Marketing: An Introduction is anessential resource for all students of marketing and businessand management.

Selected Contents: 1. Marketing Strategy: Introduction andOverview 2. Portfolio Analysis 3. Analysis of the BusinessEnterprise 4. Industry Analysis 5. Market Analysis 6. Analysing Competition 7. Analysing the BusinessEnvironment 8. Analysing the Customer in the Market Place9. Sustainable Competitive Advantage and Generic Strategies10. Segmentation, Targeting and Positioning 11. MarketingMix Strategy 12. Growth Strategies: Product-MarketExpansion 13. Facilitating the Implementation of Strategies14. Planning and Implementing Marketing Strategies2008: 246x174: 352ppHb: 978-0-415-45816-0: £95.00 US $185.00

Pb: 978-0-415-45817-7: £33.99 US $66.95

TEXTBOOK

The Retailing ReaderEdited by John Dawson, Anne Findlay, University ofStirling, UK and Leigh Sparks, University of Stirling, UK

Most of us think we knowsomething about retailing: we shop,we buy, we consume. But retailing,perhaps more than any othereconomic sector, has beentransformed fundamentally over thelast thirty years, both economicallyand culturally.

Featuring work from seminaltheorists in the area and charting thedevelopment of retailing as animportant discipline in its own right,

this superb volume examines the key themes incontemporary retailing. Organized into five sections, each ofwhich includes an illuminating editorial overview, TheRetailing Reader examines:

• consumers and shoppers

• retail branding and marketing

• merchandising and buying;

• strategy, power and policy

• international retailing.

Extensive case studies include an analysis of the Britishgrocery market, the strategies embodied by Nike Townstores, and the development of retail economies in Chinaand Latin America.

The Retailing Reader presents a comprehensive overview ofthis important area of study, and is an ideal companion forany student of retailing, marketing or business andmanagement.

Selected Contents: Part 1: Consumers and Shoppers Part 2: Retail Branding and Marketing Part 3: Merchandisingand Buying Part 4: Retail Strategy, Power and Policy Part 5: International Retailing2008: 246x174: 488ppHb: 978-0-415-35638-1: £110.00 US $215.00

Pb: 978-0-415-35639-8: £39.99 US $74.95

MARKETING6




Facets of Corporate Identity,Communication and ReputationEdited by T.C. Melewar, Brunel University, Bristol, UK

Corporate branding andcommunication is big business.Companies throughout the worldinvest millions in strategies whichaim to reinvent their profile in subtleyet important ways. The investmentmust be working, but what is itbeing spent on, and how do theserebranding exercises work?

Including contributions fromacademics and practitioners, thisimportant collection unravels thecomplexities of this growing field of

study. The text is split into three coherent sections, focusingin turn on identity, communication and reputation. Casestudies are used throughout the book to illustrate importantissues, such as the basic principles of visual communication,the importance of reaching both internal and externalstakeholders, and the challenges faced by companiesworking in multi-cultural environments.

This book brings clarity and new theoretical insights to animportant aspect of modern business. It is an invaluablecompanion for all students, researchers and practitionerswith an interest in marketing, communications andinternational business.

Selected Contents: Contents: Part 1: Corporate Identity1. Explicating Relation between Identity and Culture: A Multi-perspective Conceptual Model 2. An Epiphany of Three: Corporate Identity, Corporate Brand Management, andCorporate Marketing 3. Non-Traditional Expressions ofOrganizational Visual Identity: Reaching Consumers throughAlternative Means 4. Illustrations of the Internal Managementof Corporate Identity Part 2: Corporate Communication5. Corporate Communication and Corporate Reputation:Understanding how (best) Practices make a Difference 6. How Specific Should Corporate Communication Be? TheRole of Advertising Language in Establishing a CorporateReputation for CSR 7. Corporate Communication: Reputationin Action 8. Employing Effective Leadership in a Crisis: A CaseStudy of Malden Mills, Corporate Reputation, and the Limitsof Socially Responsible Public Relations Part 3: CorporateReputation 9. Projective Corporate Character in the Brandingof Business Schools 10. Creating better CorporateReputations: An Australian Perspective 11. An AttitudinalMeasure of Corporate Reputation 12. Corporate ReputationBuilding: An Asian Perspective2008: 234x156: 256ppHb: 978-0-415-40527-0: £90.00 US $175.00

Pb: 978-0-415-40528-7: £28.99 US $52.95

eBook: 978-0-203-93194-3

Market Segmentation SuccessMaking It Happen!

Sally Dibb, Open University, UK and Lyndon Simkin,University of Warwick, UK

Market Segmentation Success:Making It Happen! reviews theprinciples of market segmentationand target market selection in aneasy-to-read format. This how-toguide offers helpful strategies tocommon problems and best practiceprocesses based on real-world caseexamples that will help professionalsin their efforts for success.

2008: 229x152: 204ppHb: 978-0-7890-2917-1: £65.00 US $100.00

Pb: 978-0-7890-2918-8: £27.50 US $47.50

Managing and Marketing Radical InnovationsMarketing New Technology

Birgitta Sandberg, Turku School of Economics, Finland

This book focuses on customer-related proactive behaviour in thestudy of radical innovationdevelopment, combining a thoroughtheoretical discussion with detailedinternational case studies,considering the role of proactivity infive firms.

Selected Contents: 1. Introduction2. Proactiveness in the Firm 3. Proactiveness Towards Customers4. Developing Radical Innovations 5. Customer Related Proactiveness in

the Case Innovations 6. A Modified Framework of CustomerRelated Proactiveness During the Development Process 7. Conclusions 8. Summary. Bibliography.Appendix 1: Glossary of Key Concepts as Defined in this Study.Appendix 2: List of Interviews, Discussions andCorrespondence. Appendix 3: The Most ImportantPublications Utilized to Complement the Case Descriptions.Appendix 4: The Most Important Publications Utilized in theCase Selection2008: 234x156: 288ppHb: 978-0-415-43307-5: £80.00 US $160.00

eBook: 978-0-203-93048-9

7MARKETING



2ND EDITION

TEXTBOOK

Marketing the e-BusinessLisa Harris, University of Southampton School ofManagement, UK and Charles Dennis, BrunelUniversity, London, UK

Series: Routledge eBusiness

E-marketing is rapidly growing insignificance and is having a directimpact upon traditional marketingstrategy and operations. It requiresplanning and innovation to make itwork, implying organisationalcommitment and effectivemanagement, supported byappropriate technology, process andstructure.

Fully updated to reflect the latestdevelopments in e-marketing,Marketing the eBusiness, Second

Edition unpicks the challenges of e-marketing for many typesof business. It uses topical case studies and accompanyingweb material to provide an up-to-date study of effectivemarketing strategies. This updated edition features coverageof such emerging topics as:

• mobile marketing

• social networking and blogging

• e-segmentation

• customer relationship marketing online.

Providing a new approach to the subject matter, this bookanalyses the benefits of e-marketing as a tool for improvingefficiency and effectiveness rather than promising businessrevolution. Written in a student-friendly style and fullyenhanced with such pedagogical features as topic maps,boxed examples and discussion questions, the book is idealfor use by students.

Selected Contents: 1. History, Definitions and Frameworks 2. The e-Business Environment 3. e-Marketing Research 4. e-Marketing Strategy 5. Consumer Behaviour and e-Segmentation 6. Customer Relationship Marketing 7. Multi-channel Marketing 8. Online Branding 9. OnlineMarketing Communications 10. e-Retailing: from ‘Clicks’ To‘Clicks And Bricks’? 11. Strategic Planning for e-Marketing12. The Future of e-Marketing2007: 229x152: 368ppHb: 978-0-415-96500-2: £95.00 US $165.00

Pb: 978-0-415-96501-9: £26.99 US $47.50

TEXTBOOK

Marketing the SportsOrganisationBuilding Networks and Relationships

Alain Ferrand, University of Lyon, France and Scott McCarthy, The British Judo Association, UK

Marketing and the world of sportoverlap in two main ways: in themarketing of sports related productsand services, and in the use of sportsevents to market a broader range ofproducts and services. Marketing theSports Organisation introduces themost effective marketing methodsand tools available to sportsorganisations, and offers practical,step-by-step advice for sportsorganisations in the use ofrelationship marketing techniques.

Comprehensive and innovative in its approach, the bookincludes:

• a practical framework for implementing relationshipmarketing throughout the product and service range

• an in-depth examination of tools and methods thatincrease the value of the product for the consumer

• a genuinely international approach, applicable in allcountries

• detailed international case studies from the world of sport.

Offering a thorough introduction to first principles in sportsmarketing, and focused throughout on best practice, thisbook is essential reading for all students of sport andbusiness marketing, and for all professionals seeking toimprove their sports marketing activity, in both commercialand non-profit contexts.

Selected Contents: Introduction 1. Sports OrganisationMarketing: A Review 2. Relationship Marketing in the Worldof Sport 3. Strategic Analysis for Relationship Marketing 4. Implementing the Relationship Marketing Strategy 5. Conclusion and Perspectives2008: 234x156: 320ppHb: 978-0-415-45329-5: £100.00 US $190.00

Pb: 978-0-415-45330-1: £27.99 US $54.95

eBook: 978-0-203-89303-6

MARKETING8



NEW

Deception In The MarketplaceThe Psychology of Deceptive Persuasion andConsumer Self-Protection

David Boush, Marian Friestad and Peter Wright, allat University of Oregon, Eugene, USA

This is the first scholarly book to fullyaddress the topics of the psychologyof deceptive persuasion in themarketplace and consumer self-protection. Deception permeates theAmerican marketplace. Deceptivemarketing harms consumers’ health,welfare and financial resources,reduces people’s privacy and self-esteem, and ultimately underminestrust in society. Individual consumersmust try to protect themselves frommarketers’ misleading

communications by acquiring personal marketplacedeception-protection skills that go beyond reliance on legalor regulatory protections. Understanding the psychology ofdeceptive persuasion and consumer self-protection should bea central goal for future consumer behavior research.

The authors explore these questions. What makes persuasivecommunications misleading and deceptive? How domarketing managers decide to prevent or practice deceptionin planning their campaigns? What skills must consumersacquire to effectively cope with marketers’ deception tactics?What does research tell us about how people detect,neutralize and resist misleading persuasion attempts? Whatdoes research suggest about how to teach marketplacedeception protection skills to adolescents and adults?

Chapters cover theoretical perspectives on deceptivepersuasion; different types of deception tactics; howdeception-minded marketers think; prior research on howpeople cope with deceptiveness; the nature of marketplacedeception protection skills; how people develop deceptionprotection skills in adolescence and adulthood; prior researchon teaching consumers marketplace deception protectionskills; and societal issues such as regulatory frontiers, societaltrust, and consumer education practices.

This unique book is intended for scholars and researchers. Itshould be essential reading for upper level and graduatecourses in consumer behavior, social psychology,communication, and marketing. Marketing practitioners andmarketplace regulators will find it stimulating andauthoritative, as will social scientists and educators who areconcerned with consumer welfare.

May 2009: 229x152: 264ppHb: 978-0-8058-6086-3: £34.95 US $59.95

Pb: 978-0-8058-6087-0: £19.95 US $29.95

eBook: 978-1-4106-1437-7

FORTHCOMING

Language and the Market SocietyPerspectives from Critical Discourse Analysis

Gerlinde Mautner, Vienna University of Economics andBusiness Administration, Italy

Series: Routledge Critical Studies in Discourse

In education, politics and religion, there are strongindications that discourse is becoming marketized. Aroundthe world, government ministries have re-defined themselvesas ’service providers,’ universities draw up ’market-driven’curricula, and job seekers are asked to ’package themselves’more effectively.’ And it is not only word choice that isaffected; higher-level linguistic patterns, such as genres anddiscursive practices (witness, for example, the text and talkconnected with performance measurement and publicrelations), are also drawn into the orbit of market forces. In arelated development, language within the business domainitself is increasingly shaped by strategic planning and control,for example in branding, message design, and thepromulgation of management buzzwords. Marketizationthus emerges as a globally unfolding process in whichlanguage holds a key position as both cause and effect, andas both subject and object. The book examines thesephenomena from a linguistic and critical perspective,drawing on critical discourse analysis, sociological treatizes ofmarket society, and critical management studies.

September 2009: 229x152: 208ppHb: 978-0-415-99814-7: £65.00 US $120.00

9MARKETING



FORTHCOMING IN 2010

Higher Education MarketingA Professional’s Guide to Strategic Theory and Practice

Edited by David Roberts, The KnowledgePartnership, UK

Effective marketing, recruitment and retention of students isimperative for university funding.This is the first book toprovide practical strategic guidance for those implementingand managing higher education marketing.

Built upon original research this informative book providespractical guidance to marketers and senior managers whohave responsibility for developing and then executingmarketing strategies. Higher Education Marketing challengesthe uncritical adoption of mainstream marketing theoriesand tools, questioning their ready application in theeducation and introduces a range of new tools, models andconcepts that have been specifically developed foreducation; some are adaptations of mainstream approaches(based on lessons from consulting and contributors in seniormanagement roles), others based on original research ofboth an academic and professional nature.

Illustrated by useful case studies this book covers all aspectsof design, implementation and management of HEmarketing. Key topics include:

• creating the marketing strategy

• internal analysis & competitor (and collaborator) analysis

• internal marketing and communications

• reputation, branding and positioning

• how to position a university, department or course

• retention and relationship marketing

• new course development

• costing and pricing

• marketing academic research.

Selected Contents: Section 1: Evolution of Education Marketsand Marketing Section 2: Creating the Marketing StrategySection 3: Internal Marketing and Communications Section 4: Reputation, Branding and Positioning Part 4 Managing the Product and Service Portfolio Section 5: Pushing the BoundariesJune 2010: 229x152: 272ppHb: 978-0-415-42051-8: £75.00 US $150.00

Pb: 978-0-415-42052-5: £22.99 US $45.95

MAJOR WORK: 4-VOLUME SET

Marketing ResearchEdited by David F. Birks and Tim Macer

Series: Critical Perspectives on Business and Management

The essence of successful and sustainable marketing practiceis founded on an understanding of existing and potentialconsumers. As marketing has grown aro und this principle,so the subdiscipline – and industry – of marketing researchhas flourished. This new four-volume collection in theRoutledge Major Works series, Critical Perspectives onBusiness and Management, meets the need for anauthoritative, up-to-date, and comprehensive reference worksynthesizing its voluminous literature. Indeed, the sheer scaleof the growth in related research output – and the breadthof the field – makes this collection especially timely andwelcome. Marketing Research provides the mostcomprehensive collection of classic and contemporarycontributions on the subject to date. It facilitates readyaccess to the most influential and important works acrossthe field, combining theoretical and practical perspectives toencourage a broader appreciation of marketing research andthe mutual influences within it.

Drawing on expertise garnered in both the academy and inpractice, Marketing Research has been co-edited by DavidBirks, a leading scholar in the field (and co-author of theEurope’s most successful marketing research textbook, nowin its third edition), and Tim Macer, an internationalmarketing research consultant and commentator. Thecollection is fully indexed and has a comprehensiveintroduction, newly written by the editors, which places thematerial in its historical and intellectual context. It is anessential work of reference and is destined to be valued byscholars and students – as well as practitioners in the field – as a vital one-stop research resource.

Selected Contents: Part 1: The Nature and Scope ofMarketing Research Part 2: The Grounding and Applicationsof Marketing Research Part 3: Qualitative Marketing Research– Approaches and Techniques Part 4: Quantitative MarketingResearch – Approaches and Techniques Part 5: QuantitativeData Analysis and the Generation of Insight2008: 234x156: 2480ppHb: 978-0-415-44912-0: £725.00 US $1272.00

MARKETING10



Routledge Interpretive MarketingResearch Series

Stephen Brown, University of Ulster, UK

This series brings together the most innovative workin the burgeoning interpretive marketing researchtradition.

FORTHCOMING

Interactive MarketingRevolution or Rhetoric?

Christopher J. Miles, Eastern Mediterranean University, Turkey

Chris Miles investigates the constructions andreconstructions of discourse that surround the uses ofinteractivity in contemporary advertising, public relations,and ‘guerrilla marketing.’ In doing so, he offers a radicalnew theory of marketing communication based uponapproaching persuasion as a dynamic, endless negotiationbetween distinction-making systems.

This book critically examines the rhetoric surrounding currenttrends in the adoption of tropes of interactivity in marketingcommunication. Concepts such as viral advertising,customer-generated content, brand communities, and thewhole panoply of Web 2.0-mediated marketing technologiesall have their foundations in an overt positioning ofinteractivity as the saviour of effective marketingcommunication. Yet, what exactly is meant by interactivity inthese contexts and how far does it represent a revolution inthe methodologies of commercial persuasion?

Chris Miles investigates the constructions andreconstructions of discourse that surround the uses ofinteractivity in contemporary advertising, public relations,and ‘guerrilla marketing.’ In doing so, he offers a radicalnew theory of marketing communication based uponapproaching persuasion as a dynamic, endless negotiationbetween distinction-making systems.

November 2009: 229x152: 244ppHb: 978-0-415-80171-3: £60.00

FORTHCOMING

Interpreting Consumer ChoiceGordon Foxall, Cardiff University, UK

This book presents a structured approach to consumerresearch, showing how a simple framework that embodiesthe rewards and costs associated with consumer choice canbe used to interpret a wide range of consumer behaviours.

August 2009: 229x152: 288ppHb: 978-0-415-47760-4: £75.00

NEW

Interpretation in Social Life, SocialScience, and MarketingJohn O’Shaughnessy, Columbia University, USA

’Finally an authoritative bookthat places marketing researchfirmly within a comprehensivesocial science framework byrecognising the centrality ofsocial relationships and thedynamics of the inter-personal,of perspective, and of meaning-making in a phenomenal world.Professor O’Shaughnessy drawsthe topic into a rich applied focusand careful reading of this bookwill reward by inspiring and

catalysing valuable research in the field, thus openingthe minds of students and researchers alike’ – Dr Richard J Varey, Professor of Marketing at The WaikatoManagement School, New Zealand

This book analyzes the nature and role of interpretation insocial interactions, decision making in social scienceenquiries and consumer marketing, in the use of statisticsand causal analysis, in consumer evaluations of products andin interpreting problematic situations along side biasesarising from the emotions.

April 2009: 229x152: 236ppHb: 978-0-415-77758-2: £75.00

11MARKETING



Explorations in Consumer Culture TheoryEdited by John F. Sherry, University of Notre Dame,USA and Eileen Fischer, York University, Canada

’This book is an exploration ofnew ideas, new topics, new waysof thinking and writing. It willbring bright light and some heatto the debate. ExploringConsumer Culture Theory is animportant step forward.’– Grant McCracken, IndustryConsultant, Author, LeadingConsumer Behavior Theorist, andAnthropologist

’This second installment (of whatone hopes will be many) of

Consumer Culture Theory (CCT) conference papersdelivers on CCT’s promise of pluralism – in directions,inclusions, articulations, applications, theoretics andpoetics. It is a must-read for marketers or socialscientists with an eye on consumption. This volumeinvites and incites.’ – Rita Denny, Founding Partner,Practica Group, LLC

This book elaborates on the interdisciplinary field ofconsumer culture theory; recognizing the dynamics ofaccommodation and resistance that characterize theindividual’s relationship with the market.

2008: 234x156: 240ppHb: 978-0-415-77640-0: £70.00eBook: 978-0-203-88680-9

Marketing DiscourseA Critical Perspective

Per Skålén, Stanford University, USA, Martin Fougère,and Markus Fellesson, both at Swedish School ofEconomics and Business Administration, Helsinki, Finland

The book offers a critical survey ofthe most important contributions tomanagerial marketing discourse fromthe earliest twentieth centuryonwards, articulating a social critiqueand evaluation of marketing.

Selected Contents: Introduction 1. Previous Research and AnalyticalFramework 2. Method 3. TheChronology of Marketing Discourse4. Early Marketing Thought (c. 1900-1960) 5. Marketing Management (c.1950-1985) 6. Service Management

7. Discussion: Customer Orientation, ’Depth’ and Self-Regulation2007: 234x156: 208ppHb: 978-0-415-41669-6: £70.00eBook: 978-0-203-93299-5

MARKETING12



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