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The Language Of Branding: Theory, Strategies, And Tactics
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|This title releases December 29, 2017

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The Language of Branding: Theory, Strategies, and Tactics will teach marketing students how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary…
Supply Chain Strategy And Financial Metrics: The Supply Chain Triangle Of Service, Cost And Cash
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|This title releases May 28, 2018

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Supply chain management is the management of a 'flow of goods' and an 'inverse flow' of 'information and cash'. As consumers buy more from the store, the information of the increased sales will travel upstream in the supply chain and trigger extra…
Integrated Marketing Communication: Creative Strategy From Idea To Implementation

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Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. Blakeman covers key areas,…
Sensory Marketing: Research on the Sensuality of Products
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|December 16, 2009

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What is sensory marketing and why is it interesting and also important? Krishna defines it as "marketing that engages the consumers¿ senses and affects their behaviors." In this edited book, the authors discuss how sensory aspects of products, i.e., the…
Economic Psychology
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|August 14, 2017

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A comprehensive overview of contemporary economic psychology Economic Psychology  presents an accessible overview of contemporary economic psychology. The science of economic mental life and behavior is increasingly relevant as people are expected to take…
The Psychology Of Design: Creating Consumer Appeal
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|August 10, 2015

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Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving…
The Public Relations Handbook
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|June 1, 2016

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The Public Relations Handbook, Fifth Edition provides an engaging overview and in-depth exploration of a dynamic and ever evolving industry. The diverse chapters are united by a set of student friendly features throughout, including clear chapter aims, analytical…
Integrated Marketing Communication: Creative Strategy from Idea to Implementation

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A newer edition of this book is available. See the new edition's page at the following address: https://rowman.com/ISBN/9781442221222 Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested, step-by-step approach that lays out creative…
Drive Tourism: Trends And Emerging Markets
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|April 23, 2015

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Since the post World War Two boom in private automobile ownership, Drive Tourism has transformed the tourism landscape by facilitating dispersal and the growth of attractions and tourism related infrastructure beyond the zones that had previously emerged around…
Consumer Profiles (rle Consumer Behaviour): An Introduction To Psychographics

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Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992, introduces the essential elements of psychographics. It shows how researchers go about…
Hispanic Marketing: The Power Of The New Latino Consumer

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Hispanic Marketing: The Power of the New Latino Consumer ¿focuses on using cultural insights to connect with Latino consumers. Now in its third edition, the book provides marketers with the skills necessary to perform useful Hispanic market analysis and thus…
Competitive Identity: The New Brand Management For Nations, Cities And Regions

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