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Major Works

Major Works: Marketing

You are currently browsing 11–20 of 63 new and published major works in the subject of Marketing — sorted by publish date from newer books to older books.

For major works that are not yet published; please browse forthcoming major works.

Routledge Major Works has a strong international focus and each of the sets is edited by a leading expert in their field. This publishing programme continues to grow with new book series being created all the time.

Titles published by Routledge Major Works cover an abundance of literature on leading and influential figures, key concepts, topics and sub-disciplines across the social sciences, humanities, behavioural sciences and law.

New and Published Books – Page 2

  1. Advertising for Account Holders (RLE Marketing)

    By Nigel Linacre

    Series: Routledge Library Editions: Marketing

    The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and...

    Published August 21st 2014 by Routledge

  2. The Early Advertising Scene (RLE Marketing)

    By Harden B. Leachman

    Series: Routledge Library Editions: Marketing

    Few of us realize how many of our modern comforts we owe to advertising. This fascinating volume provides a history of early American advertising, in a pre-regulation age when all manner of schemes thrived in an advertising free-for-all. As well as examining advertising techniques at the turn of...

    Published August 21st 2014 by Routledge

  3. Marketing Management in Air Transport (RLE Marketing)

    By Jack L. Grumbridge

    Series: Routledge Library Editions: Marketing

    This book is an account of the management and environmental aspects of marketing a major airline, at a time of rapid growth in the aviation industry. It brings out the problems involved in marketing a service as distinct from a commodity, and highlights the special aspects which flow from...

    Published August 21st 2014 by Routledge

  4. Marketing in Perspective (RLE Marketing)

    By Simon Majaro

    Series: Routledge Library Editions: Marketing

    This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of...

    Published August 21st 2014 by Routledge

  5. Innovation and New Product Marketing (RLE Marketing)

    By David F. Midgley

    Series: Routledge Library Editions: Marketing

    This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product...

    Published August 21st 2014 by Routledge

  6. Marketing and Marketing Assessment (RLE Marketing)

    By J. L. Sewell

    Series: Routledge Library Editions: Marketing

    This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be...

    Published August 21st 2014 by Routledge

  7. Export Strategy: Markets and Competition (RLE Marketing)

    By Nigel Piercy

    Series: Routledge Library Editions: Marketing

    This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in...

    Published August 21st 2014 by Routledge

  8. Planning the Corporate Reputation (RLE Marketing)

    By Vic Markham

    Series: Routledge Library Editions: Marketing

    This book reveals the importance of seeking and building an identifiable and favourable corporate identity for the enterprise. The subject is pursued in all its aspects, from the stage of basic market research right through to organization and control of the corporate plan....

    Published August 21st 2014 by Routledge

  9. Marketing Budgeting (RLE Marketing)

    A Political and Organisational Model

    By Nigel Piercy

    Series: Routledge Library Editions: Marketing

    This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and...

    Published August 21st 2014 by Routledge

  10. Industrial Advertising Copy (RLE Marketing)

    By R. Bigelow Lockwood

    Series: Routledge Library Editions: Marketing

    This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which...

    Published August 21st 2014 by Routledge