{"title":"Cambridge Marketing Handbooks","description":null,"products":[{"product_id":"cambridge-marketing-handbook-services-book-andrew-hatcher-9780749470777","title":"Cambridge Marketing Handbook: Services","description":"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.","brand":"WoB","offers":[{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49639183188241,"sku":"GOR007861605","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0749470771.jpg?v=1750978469"},{"product_id":"cambridge-marketing-handbook-philosophy-book-charles-nixon-9780749470715","title":"Cambridge Marketing Handbook: Philosophy","description":"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.","brand":"WoB","offers":[{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49639302856977,"sku":"GOR010347284","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0749470712.jpg?v=1750701481"},{"product_id":"cambridge-marketing-handbook-communications-book-steve-bax-9780749470616","title":"Cambridge Marketing Handbook: Communications","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.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49646683291921,"sku":"GOR006842272","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0749470615.jpg?v=1751042305"},{"product_id":"cambridge-marketing-handbook-digital-book-terry-nicklin-9780749470630","title":"Cambridge Marketing Handbook: Digital","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.","brand":"WoB","offers":[{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49652379353361,"sku":"GOR007777196","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0749470631.jpg?v=1751328067"},{"product_id":"cambridge-marketing-handbook-law-book-kiran-kapur-9780749470678","title":"Cambridge Marketing Handbook: Law","description":"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.","brand":"WoB","offers":[{"title":"- \/ - \/ INTERNAL","offer_id":53225989865745,"sku":null,"price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":53225989996817,"sku":"GOR006842268","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9780749470678.jpg?v=1773047271"}],"url":"https:\/\/www.worldofbooks.com\/de-de\/collections\/cambridge-marketing-handbooks-buchreihe.oembed","provider":"World of Books ","version":"1.0","type":"link"}