This single volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods such as: Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis. Big data. Neuroscientific techniques and physiological measures. Voice prints. Human-computer interaction. Emerging approaches such as shadowing, netnographies and ethnographies Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice
This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as: Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis Big data Neuroscientific techniques and physiological measures Voice prints Human–computer interaction Emerging approaches such as shadowing, netnographies and ethnographies Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.
The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process. With contributors from leading international scholars working in marketing history, this companion provides nine country-specific histories of marketing practice as well as a broad analysis of the field, including: the histories of advertising, retailing, channels of distribution, product design and branding, pricing strategies, and consumption behavior. While other collections have provided an overview of the history of marketing thought, this is the first of its kind to do so from the perspective of companies, industries, and even whole economies. The Routledge Companion to Marketing History ranges across many countries and industries, engaging in substantive detail with marketing practices as they were performed in a variety of historical periods extending back to ancient times. It is not to be missed by any historian or student of business.
This comprehensive and authorative sourcebook offers academics, researchers and students an introduction to and overview of current scholarship at the intersection of marketing and feminism. In the last five years there has been a resurrection of feminist voices in marketing and consumer research. This mirrors a wider public interest in feminism – particularly in the media as well as the academy - with younger women discovering that patriarchal structures and strictures still limit women’s development and life opportunities. The "F" word is back on the agenda – made high profile by campaigns such as #MeToo and #TimesUp. There is a noticeably renewed interest in feminist scholarship, especially amongst younger scholars, and significantly insightful interdisciplinary critiques of this new brand of feminism, including the identification of a neoliberal feminism that urges professional women to achieve a work/family balance on the back of other women’s exploitation. Consolidating existing scholarship while exploring emerging theories and ideas which will generate further feminist research, this volume will be of interest to researchers, academics and students in marketing and consumption studies, especially those studying or researching the complex inter-relationship of feminism and marketing.
The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.
Public relations is a uniquely pervasive force in our modern economy, influencing every aspect of our lives from the personal to the political. This comprehensive volume provides an expert overview of current scholarship, reflecting the impact of technology, society, and demographic shifts in a complex global environment. The last century saw the emergence of the public relations discipline. This expertly curated collection explores the dynamic growth in thinking about public relations’ role in our changing global society, now and into the future. It reflects the challenges and perspectives of postcolonial, postmodern, feminist, critical race theory, social responsibility, sustainability, activist standpoints, as well as the profound and unpredictable impact of technological change and social media. Each chapter provides an overview of current knowledge and its roots, while engaging with emerging new directions and old debates – and advocates for where the research agenda is likely to advance in the future. This unique Companion will be an essential resource for students and researchers in public relations, communication, marketing, media, and cultural studies. It provides an authoritative reference for educators and a one-stop repository of public relations knowledge, scholarship, and debates for the enquiring professional.
The field of Talent Management has grown and advanced exponentially over the past several years as organizations, large and small, public and private, global and domestic, have realized that to gain and sustain a global competitive advantage, they must manage their talents effectively. Talent Management has become a major theoretical and empirical topic of intellectual curiosity from various disciplinary perspectives, such as human resource management, arts and entertainment management, international management, etc. This Companion is an indispensable source that provides an authoritative, in-depth, and comprehensive examination of emerging Talent Management topics. Divided into five thematic sections that provide a unique overarching structure to organize forty-one chapters written by leading and renowned international scholars, this Companion assesses essential knowledge, trends, debates, and avenues for future research in a single volume: Evolution and Conceptualization of Talent Management; The External Context of Talent Management; The Internal Context of Talent Management; Individuals, Workforce, and Processes of Talent Management; and Outcomes of Talent Management. In this way, the Companion is essential reading for anyone involved in the scholarly study of Talent Management, including academic researchers, advanced postgraduate and graduate students, and management consultants. For further debate on Talent Management, readers might be interested in the supplementary volume Contemporary Talent Management: A Research Companion, sold separately.
While the concept and domain of Corporate Social Responsibility (CSR) are not new—its beginnings can be tracked back to the 1960s—its scope, urgency, and relevance have shifted dramatically in recent years. CEO responses show that the majority of business leaders understand that they operate in an environment of contested values and that stakeholders expect companies to do better and more. However, many corporate incentive systems are not in sync with societal norms and expectations. Moreover, "grand challenges" such as climate change and global pandemics and growing interconnectedness shed light on the fault lines of value creation through complex supply chain systems, exposing unacceptable working conditions, modern slavery, and the environmental consequences of highly distributed production at any cost. As a consequence, corporate social responsibility has become a widely accepted common denominator of the role and responsibilities of business in society, ranging from core functions such as health, safety, and environment standards, to governance and recognition of stakeholders, supply chain design, and corporations’ stand on climate change and its responsibility to future generations. This volume assembles state-of-the-art scholarship from leading scholars in the field and enables a "full range view" of CSR, from its roots, normative foundations, and institutional perspectives to matters of stakeholding, the global value chain, social innovation, and future directions. The Routledge Companion to Corporate Social Responsibility represents a prestige reference work providing an overview of the subject area of CSR for academics, researchers, postgraduate students, as well as reflective practitioners.
This Companion provides a review of global value chains (GVCs) and the megatrends that are shaping them and will continue to reshape them in deep-set trajectories of change over the next few decades. Megatrends herald both challenges and opportunities. With the growing interest among business leaders and researchers in GVCs, this is a reference work which fills a gap in current literature by focusing on the new features of GVCs, including the shift of global purchasing power towards developing economies, the significance of emerging technologies and data analytics, the increasing tensions between globalisation and de-globalisation, and the role of micro-multinationals, start-up entrepreneurs, the public sector and middle markets in a fast-changing global economy. The early chapters are essentially intradisciplinary in character, with the first seeking to explore some historical aspects of GVCs. Subsequent chapters cover the theory and practice of operations and supply chain management, emerging supply chain technologies, and the impact of inter-firm collaboration across sectors and economies. The final chapters take a more interdisciplinary approach and examine topics at the interface of GVCs with the economy, society, culture and politics. This comprehensive handbook provides a timely analysis of leading-edge global megatrends and practices in one volume.
The Routledge Companion to Critical Marketing brings together the latest research in Critical Marketing Studies in one authoritative and convenient volume. The world's leading scholars and rising stars collaborate here to provide a survey of this lively subdiscipline. In doing so they demonstrate how a critical approach yields an enriched understanding of marketing theory and practice, its role in society, and its relationship with consumers themselves. It is the first attempt to capture the state of Critical Marketing research in many years. As such, this seminal work is unmissable for scholars and students of marketing and consumer research as well as those exploring sociology, media studies, anthropology and consumption scholarship more generally.
This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.
The relationship between the arts and marketing has been growing ever more complex, as the proliferation of new technologies and social media has opened up new forms of communication. This book covers the broad and involved relationship between the arts and marketing. It frames "arts marketing" in the context of wider, related issues, such as the creative and cultural industries, cultural policy and arts funding, developments in the different art forms and the impact of environmental forces on arts business models and markets. The Routledge Companion to Arts Marketing provides a comprehensive, up-to-date reference guide that incorporates current analyses of arts marketing topics by leaders of academic research in the field. As such, it will be a key resource for the next generation of arts marketing scholars and teachers and will constitute the single most authoritative guide on the subject internationally.