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Dimitar Trendafilov

Psychology in Marketing

How Psychology Shapes Marketing, Branding, and Consumer Behavior

De Gruyter Handbooks in Business, Economics and Finance

New advances in marketing communication are extending far beyond conventional approaches. The &lt;em&gt;De Gruyter Handbook of Integrated Marketing Communication&lt;/em&gt; helps forward-thinking practitioners and scholars retain their cutting edge by offering a synthesis of new innovations in fields such as integrated marketing strategy, culture, narrative influence, and media psychology. 
&lt;p&gt;&lt;/p&gt;Emphasizing the practical application of in-depth understanding, the topics discussed in this handbook cover core concepts, audience insights, innovative media channels, creative message content, and actionable evidence, along with domains of application, such as sports, health, nonprofits, small business, and entertainment. Artificial intelligence, storytelling approaches to brand strategy, consumer motivation, and ethics emerge across several chapters, reflecting ongoing developments in the latest thinking and empirical research. These fresh perspectives point toward future developments in audience-first marketing communication. 
&lt;p&gt;&lt;/p&gt;Leading researchers and professionals from around the world draw on a wealth of industry practice and scholarly knowledge to provide practical insights into the most effective ways to reach strategic goals. This handbook will prove valuable to practitioners, scholars, and students who work with international brands, lead nonprofits, support small firms, develop advertising and public relations campaigns, or promote prosocial outcomes.

Robert G. Magee

De Gruyter Handbook of Integrated Marketing Communication

Brand Creation and Management in the Phygital Era

für Wirtschafts- und Medienwissenschaften sowie Informatik

Handbuch Digital Game Business

Case Studies from the Swiss Watch Industry

Luxury Brand Management and Heritage Revival

The Science Behind Desire

THE PSYCHOLOGY OF LUXURY

Luxury has never been only about products.It is about identity, aspiration, emotion, and the invisible psychology of desire.Why do certain brands feel personally meaningful? Why does exclusivity increase perceived value? Why are people emotionally attached to symbols of status and aspiration?In The Psychology of Luxury: The Science Behind Desire, Shreya Shinde explores the hidden psychological systems shaping modern consumer behavior. Combining psychology, neuroscience, branding, and cultural analysis, the book examines how luxury brands create emotional attachment through storytelling, symbolism, sensory experience, exclusivity, and social influence.From dopamine-driven anticipation to influencer culture and symbolic consumption, this book reveals how modern branding shapes not only what we buy, but how we see ourselves.In a world where desire is increasingly engineered, one question remains: Is luxury a reflection of human desire or architecture of it?

In the evolving digital era, the fusion of physical and digital brand experiences-known as phygitalization-has become essential for brand relevance and success. As consumers increasingly expect seamless, meaningful interactions across both online and offline spaces, brands must strategically balance digital innovation with emotional authenticity. Effective brand management today involves not only delivering quality and efficiency but also creating culturally resonant, personalized experiences that inspire loyalty and action. This shift transforms branding from a corporate asset into a cultural symbol, deeply embedded in the identity and values of the communities it serves. This ability to master this synergy defines a brand's competitive edge in the 21st century. Brand Creation and Management in the Phygital Era discusses in depth how to create and manage brands in physical and digital environments, taking into consideration the complexities and opportunities of phygitalization. It offers practical strategies, research insights, and neuro-branding techniques to build emotionally resonant and culturally relevant brands in a hybrid world. Covering topics such as brand credibility, influencer marketing, and virtual reality (VR), this book is an excellent resource for entrepreneurs, marketers, managers, students, educators, business leaders, researchers, academicians, and more.

A comprehensive study of the revitalization and relaunch of luxury brands, using the Swiss watch industry as a case study and covering brands such as Patek Philippe, Hublot and Breguet.

HBR's 10 Must Reads

A year's worth of management wisdom, all in one place.We've combed through the ideas, insights, and best practices from the past year of Harvard Business Review to help you get up to speed fast on the relevant concepts driving business today. Discover new ideas and sample the latest thinking from our vast array of management experts. Revisit these topics now to make sure your organization is incorporating the best, most up-to-date practices, or keep this book as a reference so that you can turn to these memorable pieces when you need them the most. The collection includes articles on leadership, innovation, and strategy, as well as articles that will help you manage yourself and others.HBR's 10 Must Reads are definitive collections of classic ideas, practical advice, and essential thinking from the pages of Harvard Business Review. Exploring topics like disruptive innovation, emotional intelligence, and new technology in our ever-evolving world, these books empower any leader to make bold decisions and inspire others.

The Definitive Management Ideas of the Year from Harvard Business Review (featuring "The Strategic Genius of Taylor Swift" by Kevin Evers)

HBR's 10 Must Reads 2026

Routledge Companions in Marketing, Advertising and Communication

The Routledge Companion to Influencer Marketing

Do you want to know how to come up with bold, innovative ideas? Are you keen to learn how culture can be leveraged to create change? Are you eager to learn from industry insiders? This innovative new textbook assembles leading names from the world of advertising to share their insights and experience from all aspects of the industry, helping you understand the various professional roles available and how they relate to your study. Professionals working at a range of recognisable brands (such as the BBC and Molson Coors) and leading advertising agencies - including ManningGottlieb and VCCP - come together to provide the inside story on everything from idea generation to planning global ad campaigns. At the end of each chapter, editors Mike Ryder and Mary Hargreaves, leading scholars from Lancaster University Management School, provide academic responses to the issues raised. Intuitively structured to take you on a journey from the beginnings of advertising as a medium to topical considerations such as influencer marketing, Advertising: A Practitioner Perspective covers both the creative and analytical aspects of the discipline. By discovering the concerns and outlooks of some of the industry's leading lights, you will gain a deeper understanding of both sides of the agency-client relationship, as well as the critical and theoretical perspectives of the theorists who helped shape them. Perfect for undergraduate and postgraduate students aiming to work in advertising, this unique book offers a grounded, accessible and experience-led look at the industry. Advertising: A Practitioner Perspective helps you connect theoretical knowledge with practical insight, enabling you to embark on a well-researched career path fully prepared to hit the ground running in the dynamic world of advertising.

A Practitioner Perspective

Advertising

Psychology in Marketing

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