Cambridge Marketing Handbook: Research
Cambridge Marketing Handbook: Research

Author: Steve Bax

Publisher: Kogan Page Publishers

Published: 2013-12-03

Total Pages: 135

ISBN-13: 0749470704

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A straightforward guide to the key things that all marketers need to know about marketing research. This handbook takes the reader step by step through: the basic principles of market and marketing research; the key roles that research plays in marketing decision making; how to go about planning your research; the types of data and key steps to follow in gathering them; how to go about getting your research done - the all important briefing and proposal process; specifics on secondary and primary data methodologies; how to justify research in financial benefit terms; how to decide on what sampling approach to use and finally legal and ethical aspects that must be considered. The handbook recognizes the especial importance of online research in today's world and covers this in detail in a separate section.

Marketing Research Methods
Marketing Research Methods

Author: Mercedes Esteban-Bravo

Publisher: Cambridge University Press

Published: 2021-01-28

Total Pages: 883

ISBN-13: 1108834981

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Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.

The Cambridge Handbook of Expertise and Expert Performance
The Cambridge Handbook of Expertise and Expert Performance

Author: K. Anders Ericsson

Publisher: Cambridge University Press

Published: 2006-06-26

Total Pages: 31

ISBN-13: 1139456466

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This book was the first handbook where the world's foremost 'experts on expertise' reviewed our scientific knowledge on expertise and expert performance and how experts may differ from non-experts in terms of their development, training, reasoning, knowledge, social support, and innate talent. Methods are described for the study of experts' knowledge and their performance of representative tasks from their domain of expertise. The development of expertise is also studied by retrospective interviews and the daily lives of experts are studied with diaries. In 15 major domains of expertise, the leading researchers summarize our knowledge on the structure and acquisition of expert skill and knowledge and discuss future prospects. General issues that cut across most domains are reviewed in chapters on various aspects of expertise such as general and practical intelligence, differences in brain activity, self-regulated learning, deliberate practice, aging, knowledge management, and creativity.

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

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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.

Research
Research

Author: Steve Bax

Publisher: Cambridge Marketing Handbooks

Published: 2013-12

Total Pages: 128

ISBN-13: 9780749470692

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A straightforward guide to the key things that all marketers need to know about marketing research. This handbook takes the reader step by step through: the basic principles of market and marketing research; the key roles that research plays in marketing decision making; how to go about planning your research; the types of data and key steps to follow in gathering them; how to go about getting your research done - the all important briefing and proposal process; specifics on secondary and primary data methodologies; how to justify research in financial benefit terms; how to decide on what sampling approach to use and finally legal and ethical aspects that must be considered. The handbook recognizes the especial importance of online research in today's world and covers this in detail in a separate section.

The Cambridge Handbook of Commons Research Innovations
The Cambridge Handbook of Commons Research Innovations

Author: Sheila R. Foster

Publisher: Cambridge University Press

Published: 2023-06-30

Total Pages: 0

ISBN-13: 9781009295710

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The commons theory, first articulated by Elinor Ostrom, is increasingly used as a framework to understand and rethink the management and governance of many kinds of shared resources. These resources can include natural and digital properties, cultural goods, knowledge and intellectual property, and housing and urban infrastructure, among many others. In a world of increasing scarcity and demand - from individuals, states, and markets - it is imperative to understand how best to induce cooperation among users of these resources in ways that advance sustainability, affordability, equity, and justice. This volume reflects this multifaceted and multidisciplinary field from a variety of perspectives, offering new applications and extensions of the commons theory, which is as diverse as the scholars who study it and is still developing in exciting ways.

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

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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

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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.

Cambridge Marketing Handbook: Digital
Cambridge Marketing Handbook: Digital

Author: Terry Nicklin

Publisher: Kogan Page Publishers

Published: 2013-12-03

Total Pages: 148

ISBN-13: 074947064X

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In today's electronic age no organisation can afford to ignore digital marketing. Understanding what tools are available, how to use them and how to create and implement a co-ordinated digital campaign are essential elements for every marketer's toolbox. And Digital Marketing means more than just establishing a website. There is a complex array of channels and tools including search engine optimisation, mobile and viral marketing, blogs, social media, affiliate schemes, apps, online advertising and web analytics which together have the capability of helping a business achieve previously unseen growth. Cambridge Marketing Handbook: Digital Marketing introduces the key concepts and tools, sets out to how use them effectively and how to create and implement a digital campaign. It also includes a wealth of recommended resources to enable every marketer to keep up to date with the latest developments in this fast moving arena.