Cambridge Marketing Handbook Communications

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.

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.

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.

Marketers have long held the view that the customer should be central to all they think about, all they do. Yet the developments of the last few years have shown that other forces are at play that can be at least as powerful and long lasting. A broader group of stakeholders exists whose needs and interests must be understood and satisfied in the quest for a strong corporate reputation and business success. Most recently the impact of the internet and social media has amplified the power of individuals to comment on, and ultimately to influence, the activities of organizations of all types. This handbook examines the identification of stakeholders: internal, connected and external, their ability to affect the organization, and how organizations should relate to them. It also examines the organization itself and the factors which influence the development of its corporate image among its various stakeholder audiences.

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.

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 market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements. Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence. Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, PwC, Kreston Reeves and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands. Contributing Authors: Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie Clive Stevens, Executive Chairman, Kreston Reeves Louise Field, Head of Client Service & Insight, Bird & Bird LLP Tim Nightingale, Founder, Nisus Consulting Ben Kent, Managing Director, Meridian West Lisa Hart Shepherd, CEO, Acritas Nick Masters, Head of Online, PwC Alastair Beddow, Associate Director, Meridian West Dale Bryce, President, Asia-Pacific Professional Services Marketing Association Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM Susan D'aish, Business Relationship Director, MacRoberts LLP Dan O'Day, Vice President, Thomson Reuters Elite Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP Amy Kingdon, Marketing & Communications Director, UK & Europe, Atkins Eleanor Campion, Communications Executive, UK & Europe, Atkins Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany Giles Pugh, Principal, SutherlandsPugh

The Cambridge Marketing Handbook: Stakeholder examines the identification of stakeholders: internal, connected and external, their ability to affect the organization, their interests and concerns, and how organizations should relate to them. It also examines the organization itself and the factors which influence the development of its corporate image among its various stakeholder.