Cambridge Marketing Handbook Digital
DOWNLOAD
Download Cambridge Marketing Handbook Digital PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Cambridge Marketing Handbook Digital book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Cambridge Marketing Handbook Digital
DOWNLOAD
Author : Terry Nicklin
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-12-03
Cambridge Marketing Handbook Digital written by Terry Nicklin and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-03 with Business & Economics categories.
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.
Cambridge Marketing Handbook Digital
DOWNLOAD
Author : Cambridge Marketing College
language : en
Publisher: Kogan Page
Release Date : 2013
Cambridge Marketing Handbook Digital written by Cambridge Marketing College and has been published by Kogan Page this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with BUSINESS & ECONOMICS categories.
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.
Cambridge Marketing Handbook Stakeholder
DOWNLOAD
Author : Terry Nicklin
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-12-03
Cambridge Marketing Handbook Stakeholder written by Terry Nicklin and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-03 with Business & Economics categories.
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.
Cambridge Marketing Handbook Communications
DOWNLOAD
Author : Steve Bax
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-12-03
Cambridge Marketing Handbook Communications written by Steve Bax and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-03 with Business & Economics categories.
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.
Cambridge Marketing Handbook
DOWNLOAD
Author : Terry Nicklin
language : en
Publisher:
Release Date : 2013
Cambridge Marketing Handbook written by Terry Nicklin and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Customer relations categories.
The Cambridge Marketing Handbook: Stakeholder examines the identification of stakeholders: internal, connected and external, their ability to affect the organization, their interests and concerns, 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.
Cambridge Marketing Handbook Distribution
DOWNLOAD
Author : Karl Meyer
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-12-03
Cambridge Marketing Handbook Distribution written by Karl Meyer and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-03 with Business & Economics categories.
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 Services
DOWNLOAD
Author : Andrew Hatcher
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-12-03
Cambridge Marketing Handbook Services written by Andrew Hatcher and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-03 with Business & Economics categories.
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.
Cambridge Marketing Handbook Law
DOWNLOAD
Author : Kiran Kapur
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-12-03
Cambridge Marketing Handbook Law written by Kiran Kapur and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-03 with Law categories.
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 Philosophy
DOWNLOAD
Author : Charles Nixon
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-12-03
Cambridge Marketing Handbook Philosophy written by Charles Nixon and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-03 with Business & Economics categories.
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.
Cambridge Marketing Handbook Products
DOWNLOAD
Author : Tony Wilson
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-12-03
Cambridge Marketing Handbook Products written by Tony Wilson and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-03 with Business & Economics categories.
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.