Routledge Interpretive Marketing Research

Interdisciplinary Perspectives

By: Jonathan E. Schroeder (Editor)

Write A Review

Hardcover | 8 January 2015 | Edition Number 1

At a Glance

Hardcover
390 Pages

Dimensions(cm)
23.39 x 15.6 x 2.24

Hardcover

RRP $357.00

$306.99

14%OFF

or 4 interest-free payments of $76.75 with

Ships in 3 to 5 business days

Branding has emerged as a cornerstone of marketing practice and corporate strategy, as well as a central cultural practice. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, accompanied by new contributions from leading brand scholars Giana Eckhardt, John F. Sherry, Jr., Sidney Levy and Morris Holbrook.

Organised into four perspectives - cultural, corporate, consumer, critical - these papers are chosen to highlight the complexities of contemporary branding through leading consumer brands such as Disney, eBay, Guinness, McDonalds, Nike, and Starbucks. They address key topics such as celebrity branding, corporate branding, place branding, and retail branding and critique the complexities of contemporary brands to provide a rich trove of interdisciplinary research insights into the function of brands as ethical, ideological and political objects.

This thought-provoking collection will be of interest to all scholars of marketing, consumer behaviour, anthropology and sociology, and anyone interested in the powerful roles brands play in consumer's lives and cultural discourse.

Industry Reviews

'Brands applies cultural studies to brand building in a rigorous but accessible way. Putting a creative, often frustrated, and always active consumer at the heart of brand consumption, the authors offer a range of valuable insights from around the globe for creating more meaningful brands.' - Michael Beverland, Professor, University of Bath, UK

'Schroeder has a talent for detecting insights that challenge conventional wisdom and offer new opportunities. The thought-provoking contributions in this curated volume consider brands not as economic signals or managerial assets, but as complex cultural artifacts with ethical and political implications. If you need to be informed about building brands in contemporary culture, read this book.' - Susan Fournier, Professor, Boston University, USA

'By gathering the international who-is-who of brand culture analysts through this magnificent must-read volume, Jonathan Schroeder has created the new obligatory passage point for everyone interested in studying how brands shape (and are shaped by) consumption, markets, and culture.' - Markus Giesler, Associate Professor, York University, Canada,

Shipping

	Standard Shipping	Express Shipping
Metro postcodes:	$9.99	$14.95
Regional postcodes:	$9.99	$14.95
Rural postcodes:	$9.99	$14.95

Orders over $89.00 qualify for free shipping.

How to return your order

At Booktopia, we offer hassle-free returns in accordance with our returns policy. If you wish to return an item, please get in touch with Booktopia Customer Care.

Additional postage charges may be applicable.