Cambridge Marketing Handbook: Products
Cambridge Marketing Handbook: Products

Author: Tony Wilson

Publisher: Kogan Page Publishers

Published: 2013-12-03

Total Pages: 85

ISBN-13: 0749470763

DOWNLOAD EBOOK

Written in two parts, this handbook provides a reference for practitioners, and for those who wish to complete a professional qualification. The first part explores the nature of the product itself and how it should fit with the marketplace. It deals primarily with (a) how to craft a strong value-proposition, as seen by customers, and (b) how to compile the business case, as seen by the selling organization, including chapters on portfolio management and branding. The second part covers the timeline of a product, and shows how the concepts of the first part evolve as time goes by, examining what has to be done in practice, from idea-gathering, through product development and launch, to product maintenance and eventual withdrawal. Covering both B2B and B2C contexts, the book examines the different emphasis that is needed for the different categories of product in each.

The Cambridge Handbook of Consumer Psychology
The Cambridge Handbook of Consumer Psychology

Author: Cait Lamberton

Publisher: Cambridge University Press

Published: 2023-04-06

Total Pages: 873

ISBN-13: 1009243942

DOWNLOAD EBOOK

In the last two years, consumers have experienced massive changes in consumption – whether due to shifts in habits; the changing information landscape; challenges to their identity, or new economic experiences of scarcity or abundance. What can we expect from these experiences? How are the world's leading thinkers applying both foundational knowledge and novel insights as we seek to understand consumer psychology in a constantly changing landscape? And how can informed readers both contribute to and evaluate our knowledge? This handbook offers a critical overview of both fundamental topics in consumer psychology and those that are of prominence in the contemporary marketplace, beginning with an examination of individual psychology and broadening to topics related to wider cultural and marketplace systems. The Cambridge Handbook of Consumer Psychology, 2nd edition, will act as a valuable guide for teachers and graduate and undergraduate students in psychology, marketing, management, economics, sociology, and anthropology.

The Cambridge Handbook of Compliance
The Cambridge Handbook of Compliance

Author: Benjamin van Rooij

Publisher: Cambridge University Press

Published: 2021-05-20

Total Pages: 1559

ISBN-13: 1108754139

DOWNLOAD EBOOK

Compliance has become key to our contemporary markets, societies, and modes of governance across a variety of public and private domains. While this has stimulated a rich body of empirical and practical expertise on compliance, thus far, there has been no comprehensive understanding of what compliance is or how it influences various fields and sectors. The academic knowledge of compliance has remained siloed along different disciplinary domains, regulatory and legal spheres, and mechanisms and interventions. This handbook bridges these divides to provide the first one-stop overview of what compliance is, how we can best study it, and the core mechanisms that shape it. Written by leading experts, chapters offer perspectives from across law, regulatory studies, management science, criminology, economics, sociology, and psychology. This volume is the definitive and comprehensive account of compliance.

Cambridge Marketing Handbook: Pricing Points
Cambridge Marketing Handbook: Pricing Points

Author:

Publisher: Kogan Page Publishers

Published: 2013-12-03

Total Pages: 220

ISBN-13: 0749470747

DOWNLOAD EBOOK

Pricing is an emotive and complex topic, demanding an understanding of a number of domains of business knowledge. In this accessible handbook we present practical information and tools to enable the reader to make important decisions knowledgably and confidently, and to explain these decisions to colleagues. The material has a strong Value theme throughout as every pricing decision should be taken within the context of customer value. Cambridge Marketing Handbook: Pricing Points explores essential knowledge and important theory on topics including value, economics, accounting and segmentation. It covers conventional and novel approaches to pricing (competition, cost, value-based and dynamic methods) with contemporary illustrations from B2B, B2C and B2B2C. Real company examples throughout the book are drawn from global consulting practice with major enterprises and state of knowledge content from international conferences.

Cambridge Marketing Handbook: Law
Cambridge Marketing Handbook: Law

Author: Kiran Kapur

Publisher: Kogan Page Publishers

Published: 2013-12-03

Total Pages: 110

ISBN-13: 0749470682

DOWNLOAD EBOOK

Marketers should be aware that there is a large amount of regulation and legislation and that ignorance of the law is not an excuse. However, many marketers feel very unsure how the various rules and regulations affect them. This handbook examines the key issues that affect marketers in marketing communications, including both traditional media such as advertisements and social media. Written by a marketer, rather than a lawyer, this handbook is designed to give practical guidance on all the necessary aspects. Legal language is very precise, and hence complicated; this handbook uses colloquial language for clarity. Each chapter includes clear summaries, examples and flow diagrams to help marketers understand how to comply.

Cambridge Marketing Handbook: Distribution
Cambridge Marketing Handbook: Distribution

Author: Karl Meyer

Publisher: Kogan Page Publishers

Published: 2013-12-03

Total Pages: 96

ISBN-13: 0749470666

DOWNLOAD EBOOK

Distribution within an organization relates to processes, people and interrelations between other organizations which connect the production of the products and services to their end-users. It is a chain of elements that, when connected, provides a smooth flow of orders and fulfilment across the business. It can be long and distributed or short and concise and, like any chain, it is only as strong as its weakest link. This handbook from the Cambridge Marketing College series analyses and assesses the different distribution models and identifies the key issues related to determining distribution strategy across an organisation. It provides a concise guide to identifying the key distribution activities within a wide variety of national, international, physical and online businesses and how to relate the experiences of other businesses within a company.

Cambridge Marketing Handbook: Communications
Cambridge Marketing Handbook: Communications

Author: Steve Bax

Publisher: Kogan Page Publishers

Published: 2013-12-03

Total Pages: 132

ISBN-13: 0749470623

DOWNLOAD EBOOK

Cambridge Marketing Handbook: Marketing Communications looks at the contemporary integrated communications mix, in the light of the changes in digital marketing and aims to give an overview of the current tools that marketers need to have under their belts. Coverage includes: the purpose and uses of communications; the promotional mix; advertising tools; public relations and media tools; the meaning of consumer behaviour; communications plans and evaluation methods. The Handbook also examines the buyer behaviour theories for B2C and B2C, looking at the elements that make up the process of purchase.

The Cambridge Handbook of Literary Authorship
The Cambridge Handbook of Literary Authorship

Author: Ingo Berensmeyer

Publisher: Cambridge University Press

Published: 2021-03-18

Total Pages: 503

ISBN-13: 9781316617946

DOWNLOAD EBOOK

This Handbook surveys the state of the art in literary authorship studies. Its 27 original contributions by eminent scholars offer a multi-layered account of authorship as a defining element of literature and culture. Covering a vast chronological range, Part I considers the history of authorship from cuneiform writing to contemporary digital publishing; it discusses authorship in ancient Egypt, Greece, Rome, early Jewish cultures, medieval, Renaissance, modern, postmodern and Chinese literature. The second part focuses on the place of authorship in literary theory, and on challenges to theorizing literary authorship, such as gender and sexuality, postcolonial and indigenous contexts for writing. Finally, Part III investigates practical perspectives on the topic, with a focus on attribution, anonymity and pseudonymity, plagiarism and forgery, copyright and literary property, censorship, publishing and marketing and institutional contexts.

The Cambridge Handbook of Artificial Intelligence
The Cambridge Handbook of Artificial Intelligence

Author: Larry A. DiMatteo

Publisher: Cambridge University Press

Published: 2022-08-11

Total Pages: 1230

ISBN-13: 1009080741

DOWNLOAD EBOOK

The technology and application of artificial intelligence (AI) throughout society continues to grow at unprecedented rates, which raises numerous legal questions that to date have been largely unexamined. Although AI now plays a role in almost all areas of society, the need for a better understanding of its impact, from legal and ethical perspectives, is pressing, and regulatory proposals are urgently needed. This book responds to these needs, identifying the issues raised by AI and providing practical recommendations for regulatory, technical, and theoretical frameworks aimed at making AI compatible with existing legal rules, principles, and democratic values. An international roster of authors including professors of specialized areas of law, technologists, and practitioners bring their expertise to the interdisciplinary nature of AI.

Cambridge Marketing Handbook: Philosophy
Cambridge Marketing Handbook: Philosophy

Author: Charles Nixon

Publisher: Kogan Page Publishers

Published: 2013-12-03

Total Pages: 60

ISBN-13: 0749470720

DOWNLOAD EBOOK

This handbook sets the scene for marketers while asking some uncomfortable questions and raising some challenging issues. Do we need marketing at all and why do we get it wrong? Putting marketing in context with other functions for those who are new to the discipline, it begins to establish a Modus Operandi. For many, the operation of marketing comes with considerable military baggage, and this book offers some alternative frameworks. It finally considers the six spheres of marketing understanding and sets out a Periodic Table of Elements for Marketing. Written part as a guide and part as philosophy, it challenges the reader to think for themselves. Issues covered include: the state of the marketing profession and how we got here; is there a need for marketing?; the spectrum of marketing; consumer views of marketing; alternative views; the six operational spheres of marketing.