Cambridge Marketing Handbook: Research

Cambridge Marketing Handbook: Research
Title Cambridge Marketing Handbook: Research PDF eBook
Author Steve Bax
Publisher Kogan Page Publishers
Pages 135
Release 2013-12-03
Genre Business & Economics
ISBN 0749470704

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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.

Marketing Research Methods

Marketing Research Methods
Title Marketing Research Methods PDF eBook
Author Mercedes Esteban-Bravo
Publisher Cambridge University Press
Pages 883
Release 2021-01-28
Genre Business & Economics
ISBN 1108834981

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Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.

The Cambridge Handbook of Expertise and Expert Performance

The Cambridge Handbook of Expertise and Expert Performance
Title The Cambridge Handbook of Expertise and Expert Performance PDF eBook
Author K. Anders Ericsson
Publisher Cambridge University Press
Pages 31
Release 2006-06-26
Genre Psychology
ISBN 1139456466

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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.

Research

Research
Title Research PDF eBook
Author Steve Bax
Publisher Cambridge Marketing Handbooks
Pages 128
Release 2013-12
Genre Business and Management
ISBN 9780749470692

Download Research Book in PDF, Epub and Kindle

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: Communications

Cambridge Marketing Handbook: Communications
Title Cambridge Marketing Handbook: Communications PDF eBook
Author Steve Bax
Publisher Kogan Page Publishers
Pages 132
Release 2013-12-03
Genre Business & Economics
ISBN 0749470623

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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: Digital

Cambridge Marketing Handbook: Digital
Title Cambridge Marketing Handbook: Digital PDF eBook
Author Terry Nicklin
Publisher Kogan Page Publishers
Pages 148
Release 2013-12-03
Genre Business & Economics
ISBN 074947064X

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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: Products

Cambridge Marketing Handbook: Products
Title Cambridge Marketing Handbook: Products PDF eBook
Author Tony Wilson
Publisher Kogan Page Publishers
Pages 85
Release 2013-12-03
Genre Business & Economics
ISBN 0749470763

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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.