Cambridge Marketing Handbook Law
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Cambridge Marketing Handbook Law
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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.
The Cambridge Handbook Of Marketing And The Law
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Author : Jacob E. Gersen
language : en
Publisher: Cambridge University Press
Release Date : 2023-07-13
The Cambridge Handbook Of Marketing And The Law written by Jacob E. Gersen and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-13 with Law categories.
This handbook examines a wide range of current legal and policy issues at the intersection of marketing and the law. Focusing on legal outcomes that depend on measurements and interpretations of consumer and firm behavior, the chapters explore how consumers form preferences, perceptions, and beliefs, and how marketers influence them. Specific questions include the following: How should trademark litigation be valued and patent damages assessed? What are the challenges in doing so? What divides certain marketing claims between fact and fiction? Can a litigant establish secondary meaning without a survey? How can one extract evidence on consumer behavior with the explosion of social media? This unique volume at the intersection of marketing and the law brings together an international roster of scholars to answer these questions and more.
Cambridge Marketing Handbook Research
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Author : Steve Bax
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-12-03
Cambridge Marketing Handbook Research 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.
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.
Cambridge Marketing Handbook Digital
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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.
The Cambridge Handbook Of Law And Entrepreneurship In The United States
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Author : D. Gordon Smith
language : en
Publisher:
Release Date : 2021-12
The Cambridge Handbook Of Law And Entrepreneurship In The United States written by D. Gordon Smith and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-12 with Business enterprises categories.
"The conference that prompted the publication of this volume was motivated by a simple idea, that the core function of entrepreneurs is to challenge incumbency. The novelty inherent in entrepreneurial action implies uncertainty, and hence experimentation, learning, and selection. We invited conference participants to explore issues such as: the incentive effect of legal rules on startup activity; the role of private ordering in facilitating or impeding entrepreneurial action; the influence of legal rules and practices on the creation of entrepreneurial opportunities; the role of law in promoting or foreclosing market entry; or the effect of entrepreneurial action on legal doctrine. This volume is the result of that invitation"--
The Cambridge Handbook Of Competition Law Sanctions
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Author : Tihamer Tóth
language : en
Publisher:
Release Date : 2022-06-23
The Cambridge Handbook Of Competition Law Sanctions written by Tihamer Tóth and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-23 with Law categories.
A unique comparison of the theory and practice of corporate and individual sanctions applied in competition law across five continents.
Cambridge Marketing Handbook Communications
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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 Philosophy
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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.
The Cambridge Handbook Of The Law Of The Sharing Economy
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Author : Nestor M. Davidson
language : en
Publisher: Cambridge University Press
Release Date : 2020-10-08
The Cambridge Handbook Of The Law Of The Sharing Economy written by Nestor M. Davidson and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-08 with Law categories.
This Handbook grapples conceptually and practically with what the sharing economy - which includes entities ranging from large for-profit firms like Airbnb, Uber, Lyft, Taskrabbit, and Upwork to smaller, non-profit collaborative initiatives - means for law, and how law, in turn, is shaping critical aspects of the sharing economy. Featuring a diverse set of contributors from many academic disciplines and countries, the book compiles the most important, up-to-date research on the regulation of the sharing economy. The first part surveys the nature of the sharing economy, explores the central challenge of balancing innovation and regulatory concerns, and examines the institutions confronting these regulatory challenges, and the second part turns to a series of specific regulatory domains, including labor and employment law, consumer protection, tax, and civil rights. This groundbreaking work should be read by anyone interested in the dynamic relationship between law and the sharing economy.
The Cambridge Handbook Of Technical Standardization Law
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Author : Jorge L. Contreras
language : en
Publisher: Cambridge University Press
Release Date : 2019-04-04
The Cambridge Handbook Of Technical Standardization Law written by Jorge L. Contreras and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-04-04 with Law categories.
Technical standards are ubiquitous in the modern networked economy. They allow products made and sold by different vendors to interoperate with little to no consumer effort and enable new market entrants to innovate on top of established technology platforms. This groundbreaking volume, edited by Jorge L. Contreras, assesses and analyzes the legal aspects of technical standards and standardization. Bringing together more than thirty leading international scholars, advocates, and policymakers, it focuses on two of the most contentious and critical areas pertaining to standards today in key jurisdictions around the world: antitrust/competition law and patent law. (A subsequent volume will focus on international trade, copyright, and administrative law.) This comprehensive, detailed examination sheds new light on the standards that shape the global technology marketplace and will serve as an indispensable tool for scholars, practitioners, judges, and policymakers everywhere.