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Cambridge Marketing Handbook Services
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Book Synopsis Cambridge Marketing Handbook: Services by : Andrew Hatcher
Download or read book Cambridge Marketing Handbook: Services written by Andrew Hatcher and published by Kogan Page Publishers. This book was released on 2013-12-03 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: There are only two categories of purchases that people can make: products or services. Each, by its very nature, demands a different approach to marketing and sales. This situation is not new and indeed was highlighted in the early 1800s when French economist Jean-Baptiste Say argued that production and consumption were inseparable in services, coining the term "immaterial products" to describe them. This book takes a fresh look at the world of services marketing (the Servicescape) as we transition from the information age into what is being called the Age of Awareness - a period where individuals move away from information browsing and collection to the application of knowledge, emotion and responsibility to consumption, production and relationships. Revealing the impact of these changes on the marketing of services, it focuses on the role of people and processes in delivering success.
Book Synopsis Cambridge Marketing Handbook: Law by : Kiran Kapur
Download or read book Cambridge Marketing Handbook: Law written by Kiran Kapur and published by Kogan Page Publishers. This book was released on 2013-12-03 with total page 110 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Cambridge Marketing Handbook: Distribution by : Karl Meyer
Download or read book Cambridge Marketing Handbook: Distribution written by Karl Meyer and published by Kogan Page Publishers. This book was released on 2013-12-03 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Cambridge Marketing Handbook: Pricing Points by :
Download or read book Cambridge Marketing Handbook: Pricing Points written by and published by Kogan Page Publishers. This book was released on 2013-12-03 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Cambridge Marketing Handbook: Stakeholder by : Terry Nicklin
Download or read book Cambridge Marketing Handbook: Stakeholder written by Terry Nicklin and published by Kogan Page Publishers. This book was released on 2013-12-03 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketers have long held the view that the customer should be central to all they think about, all they do. Yet the developments of the last few years have shown that other forces are at play that can be at least as powerful and long lasting. A broader group of stakeholders exists whose needs and interests must be understood and satisfied in the quest for a strong corporate reputation and business success. Most recently the impact of the internet and social media has amplified the power of individuals to comment on, and ultimately to influence, the activities of organizations of all types. This handbook examines the identification of stakeholders: internal, connected and external, their ability to affect the organization, and how organizations should relate to them. It also examines the organization itself and the factors which influence the development of its corporate image among its various stakeholder audiences.
Book Synopsis Cambridge Marketing Handbook: Communications by : Steve Bax
Download or read book Cambridge Marketing Handbook: Communications written by Steve Bax and published by Kogan Page Publishers. This book was released on 2013-12-03 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis The Cambridge Handbook of Compliance by : Benjamin van Rooij
Download or read book The Cambridge Handbook of Compliance written by Benjamin van Rooij and published by Cambridge University Press. This book was released on 2021-05-20 with total page 1559 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Cambridge Marketing Handbook: Products by : Tony Wilson
Download or read book Cambridge Marketing Handbook: Products written by Tony Wilson and published by Kogan Page Publishers. This book was released on 2013-12-03 with total page 85 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis The Cambridge Handbook of Consumer Privacy by : Evan Selinger
Download or read book The Cambridge Handbook of Consumer Privacy written by Evan Selinger and published by Cambridge University Press. This book was released on 2018-04-02 with total page 616 pages. Available in PDF, EPUB and Kindle. Book excerpt: Businesses are rushing to collect personal data to fuel surging demand. Data enthusiasts claim personal information that's obtained from the commercial internet, including mobile platforms, social networks, cloud computing, and connected devices, will unlock path-breaking innovation, including advanced data security. By contrast, regulators and activists contend that corporate data practices too often disempower consumers by creating privacy harms and related problems. As the Internet of Things matures and facial recognition, predictive analytics, big data, and wearable tracking grow in power, scale, and scope, a controversial ecosystem will exacerbate the acrimony over commercial data capture and analysis. The only productive way forward is to get a grip on the key problems right now and change the conversation. That's exactly what Jules Polonetsky, Omer Tene, and Evan Selinger do. They bring together diverse views from leading academics, business leaders, and policymakers to discuss the opportunities and challenges of the new data economy.
Book Synopsis The Cambridge Handbook of Workplace Training and Employee Development by : Kenneth G. Brown
Download or read book The Cambridge Handbook of Workplace Training and Employee Development written by Kenneth G. Brown and published by Cambridge University Press. This book was released on 2017-10-19 with total page 672 pages. Available in PDF, EPUB and Kindle. Book excerpt: With comprehensive coverage of topics related to learning, training, and development, this volume is a must-have resource for industrial and organizational (I/O) psychologists, human resource (HR) scholars, and adult education specialists. Brown provides a forward-looking exploration of the current research on workplace training, employee development, and organizational learning from the primary point of view of industrial organizational psychology. Each chapter discusses current practices, recent research, and, importantly, the gaps between the two. In analyzing these aspects of the topic, the chapter authors both present the valuable knowledge available and show the opportunities for further study and practice.
Book Synopsis Cambridge Marketing Handbook: Philosophy by : Charles Nixon
Download or read book Cambridge Marketing Handbook: Philosophy written by Charles Nixon and published by Kogan Page Publishers. This book was released on 2013-12-03 with total page 60 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis The Cambridge Handbook of Expertise and Expert Performance by : K. Anders Ericsson
Download or read book The Cambridge Handbook of Expertise and Expert Performance written by K. Anders Ericsson and published by Cambridge University Press. This book was released on 2006-06-26 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Cambridge Marketing Handbook: Digital by : Terry Nicklin
Download or read book Cambridge Marketing Handbook: Digital written by Terry Nicklin and published by Kogan Page Publishers. This book was released on 2013-12-03 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis The Cambridge Handbook of Consumer Psychology by : Cait Lamberton
Download or read book The Cambridge Handbook of Consumer Psychology written by Cait Lamberton and published by Cambridge University Press. This book was released on 2023-04-06 with total page 873 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Professional Services Marketing Handbook by : Nigel Clark
Download or read book Professional Services Marketing Handbook written by Nigel Clark and published by Kogan Page Publishers. This book was released on 2015-04-03 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements. Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence. Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, PwC, Kreston Reeves and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands. Contributing Authors: Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie Clive Stevens, Executive Chairman, Kreston Reeves Louise Field, Head of Client Service & Insight, Bird & Bird LLP Tim Nightingale, Founder, Nisus Consulting Ben Kent, Managing Director, Meridian West Lisa Hart Shepherd, CEO, Acritas Nick Masters, Head of Online, PwC Alastair Beddow, Associate Director, Meridian West Dale Bryce, President, Asia-Pacific Professional Services Marketing Association Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM Susan D'aish, Business Relationship Director, MacRoberts LLP Dan O'Day, Vice President, Thomson Reuters Elite Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP Amy Kingdon, Marketing & Communications Director, UK & Europe, Atkins Eleanor Campion, Communications Executive, UK & Europe, Atkins Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany Giles Pugh, Principal, SutherlandsPugh
Book Synopsis Cambridge Marketing Handbook by : Andrew Hatcher
Download or read book Cambridge Marketing Handbook written by Andrew Hatcher and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The Cambridge Marketing Handbook: Services takes a fresh look at the world of marketing of services (the Servicescape) as the world transitions from the Information Age into what is being called the Age of Awareness. This book will use these changes to highlight the impact they will have on the marketing of services, with a specific focus on the role or people and processes in delivering success.
Book Synopsis The Cambridge Handbook of Service Learning and Community Engagement by : Corey Dolgon
Download or read book The Cambridge Handbook of Service Learning and Community Engagement written by Corey Dolgon and published by Cambridge University Press. This book was released on 2019-01-17 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: With contributions from leading experts across disciplinary fields, this book explores best practices from the field's most notable researchers, as well as important historically based and politically focused challenges to a field whose impact has reached an important crossroads. The comprehensive and powerfully critical analysis considers the history of community engagement and service learning, best teaching practices and pedagogies, engagement across disciplines, and current research and policies - and contemplates the future of the field. The book will not only inform faculty, staff, and students on ways to improve their work, but also suggest a bigger social and political focus for programs intended to seriously establish democracy and social justice in their communities and campuses.
