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Cambridge Marketing Handbook: Digital

Author : Terry Nicklin

Publisher : Kogan Page Publishers

Page : 148 pages

File Size : 30,69 MB

Release : 2013-12-03

Category : Business & Economics

ISBN : 074947064X

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Book Description

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 Cyber Behavior

Author : Zheng Yan

Publisher : Cambridge University Press

Page : 1662 pages

File Size : 11,6 MB

Release : 2023-11-09

Category : Psychology

ISBN : 1316732827

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Book Description

This handbook covers current research in the science of cyber behavior. Written by international scholars from a wide range of disciplines, the chapters focus on four fundamental elements of cyber behavior: users, technologies, activities, and effects. It is the ideal overview of the field for researchers, scholars, and students alike.



Cambridge Marketing Handbook: Digital

Author : Cambridge Marketing College

Publisher : Kogan Page

Page : 0 pages

File Size : 19,60 MB

Release : 2013

Category : BUSINESS & ECONOMICS

ISBN : 9780749470630

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Book Description

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 Lawyering in the Digital Age

Author : Larry A. DiMatteo

Publisher : Cambridge University Press

Page : 650 pages

File Size : 32,74 MB

Release : 2021-11-25

Category : Law

ISBN : 1108936199

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Book Description

With increasing digitalization and the evolution of artificial intelligence, the legal profession is on the verge of being transformed by technology (legal tech). This handbook examines these developments and the changing legal landscape by providing perspectives from multiple interested parties, including practitioners, academics, and legal tech companies from different legal systems. Scrutinizing the real implications posed by legal tech, the book advocates for an unbiased, cautious approach for the engagement of technology in legal practice. It also carefully addresses the core question of how to balance fears of industry takeover by technology with the potential for using legal tech to expand services and create value for clients. Together, the chapters develop a framework for analyzing the costs and benefits of new technologies before they are implemented in legal practice. This interdisciplinary collection features contributions from lawyers, social scientists, institutional officials, technologists, and current developers of e-law platforms and services.



The Cambridge Handbook of Consumer Privacy

Author : Evan Selinger

Publisher : Cambridge University Press

Page : 616 pages

File Size : 23,13 MB

Release : 2018-04-02

Category : Law

ISBN : 1316859274

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Book Description

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.



The Cambridge Handbook of Consumer Psychology

Author : Cait Lamberton

Publisher : Cambridge University Press

Page : 873 pages

File Size : 29,7 MB

Release : 2023-04-06

Category : Psychology

ISBN : 1009243942

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Book Description

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.



Cambridge Marketing Handbook: Communications

Author : Steve Bax

Publisher : Kogan Page Publishers

Page : 132 pages

File Size : 13,5 MB

Release : 2013-12-03

Category : Business & Economics

ISBN : 0749470623

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Book Description

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: Research

Author : Steve Bax

Publisher : Kogan Page Publishers

Page : 135 pages

File Size : 36,50 MB

Release : 2013-12-03

Category : Business & Economics

ISBN : 0749470704

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Book Description

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 Literary Authorship

Author : Ingo Berensmeyer

Publisher : Cambridge University Press

Page : 503 pages

File Size : 37,92 MB

Release : 2021-03-18

Category : Language Arts & Disciplines

ISBN : 9781316617946

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Book Description

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: Distribution

Author : Karl Meyer

Publisher : Kogan Page Publishers

Page : 96 pages

File Size : 25,42 MB

Release : 2013-12-03

Category : Business & Economics

ISBN : 0749470666

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Book Description

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.