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.

A comprehensive guide to contemporary investigations into the relationship between language, philosophy, and linguistics.

A collection of cutting-edge scholarship on the close interaction of philosophy with science at the birth of the modern age.

This book introduces readers to the application of evolutionary ideas to moral thinking and justification, presenting contrasting perspectives on controversial issues.

An Introduction to the Philosophy of Religion provides a broad overview of the topics which are at the forefront of discussion in contemporary philosophy of religion. Prominent views and arguments from both historical and contemporary authors are discussed and analyzed. The book treats all of the central topics in the field, including the coherence of the divine attributes, theistic and atheistic arguments, faith and reason, religion and ethics, miracles, human freedom and divine providence, science and religion, and immortality. In addition it addresses topics of significant importance that similar books often ignore, including the argument for atheism from hiddenness, the coherence of the doctrines of the Trinity and the Incarnation, and the relationship between religion and politics. It will be a valuable accompaniment to undergraduate and introductory graduate-level courses.

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.

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.