Routledge Studies in Marketing
About the Book Series
This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice.
It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.
Consumer Behavior and Digital Services: Competence, Rights and Protection
1st Edition
By Alicja Fandrejewska-Nowakowska, Monika Eisenbardt, Tomasz Eisenbardt
October 12, 2026
This book analyzes the conditions for the development of e‑services and digital services in the European Union. It covers the technological, legal, ethical, and regulatory perspectives, including the present and anticipated EU regulations and directives, as well as the broader digital environment ...
International Competitiveness and Global Markets: Marketing Capabilities of Exporting SMEs
1st Edition
By Mateja Bodlaj, Gregor Pfajfar
July 21, 2026
This book provides a systematic review on the marketing capabilities of exporting small and medium-sized enterprises. It identifies key gaps in existing research and offers new directions for future exploration. With a focus on the capabilities required for successful exporting, the book develops a...
Decolonizing Marketing Theory and Practice: Beyond Inclusivity and Sustainability Debates
1st Edition
Edited
By Hasan Gilani
July 20, 2026
In academic institutions worldwide, the call to decolonize the syllabus, curriculum, and the entire university experience is growing louder and more urgent. Yet, the conversation must extend beyond blogs, hashtags, and social media trends. This book dives deep into the critical need to challenge ...
Digital Currency and Consumption: The Meaning of Money in an Era of Digital Currency
1st Edition
By Jashim Khan, Russell Belk
July 20, 2026
The digitalization of payment modes, combined with the development of Blockchain technology, is shaping the future of digital currency worldwide. Many financial regulators are experimenting with the feasibility of digital currencies nationally in a variety of forms, such as cryptocurrency, virtual ...
Interfaith Marketing: A Cross-Religious Approach
1st Edition
By Frank G. Cabano, Stefan Müller, Katja Gelbrich
July 20, 2026
Religious affiliation and religiosity of consumers can give rise to a differentiation of marketing strategy and marketing mix. They influence the values, habits and attitudes of consumers as well as their decision-making and consumption behavior. This book presents a comprehensive overview of the ...
Market-Oriented Disinformation Research: Digital Advertising, Disinformation and Fake News on Social Media
1st Edition
By Carlos Diaz Ruiz
June 22, 2026
Market-Oriented Disinformation Research explores the spread of false or misleading information online through the lens of marketing theory and consumer research. It examines how the business models of digital platforms and advertising technology firms (AdTech) generate digital markets that ...
Marketing and Gamification: Applications, Challenges, and Ethics
1st Edition
Edited
By Sahil Gupta, Razia Nagina, Mandakini Paruthi, Gaurav Gupta
May 22, 2026
Gamification plays a major role in individual and business decision-making in today’s digital era, remarkably changing the way businesses perform basic functions. Gamification techniques can be applied to a variety of marketing activities to help marketers create a more immersive and interactive ...
Marketing in Developing Nations: Contemporary Developments, Cases and Problems in Africa, Asia and the Middle East
1st Edition
Edited
By Ayodele C. Oniku
May 22, 2026
The developing markets of Africa, Asia and the Middle East are quickly becoming the future of world economic and trade development. They are affluent in terms of population, resources and market expansion, with rising interests from the EU, United States and multi-national corporations in the ...
Storytelling in Marketing and Brand Communications
1st Edition
By S M A Moin
May 22, 2026
Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how ...
Happiness and Well-Being in Customer Experience: Transformative Research in the Time of AI
1st Edition
By Giulia Miniero, Carmela Donato, Michela Addis, Francesco Ricotta
March 18, 2026
Happiness and Well-Being in Customer Experience introduces a comprehensive framework for studying, designing, and assessing customer experiences that foster happiness and well-being. These experiences are being reshaped by artificial intelligence (AI) and emerging technologies, transforming both ...
Creativity in Marketing Education: Storytelling, Imagination and Purpose
1st Edition
By S M A Moin
March 03, 2026
Creativity in Marketing Education: Storytelling, Imagination and Purpose reimagines the classroom as a space where creativity, imagination, and inclusivity drive learning. It reconceptualises every student as a protagonist on a journey of self-discovery, every educator as a guide and catalyst for ...
Visual Methods in Marketing and Consumer Research
1st Edition
Edited
By Fatema Kawaf, Ofer Dekel-Dachs
January 30, 2026
Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research. This book offers a comprehensive ...