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38536 results in Cambridge Textbooks

Page 1178 of 1927

  • 3 - Promotion and Sales

  • Dick Whittington, University of York
  • Book:
    Digital Innovation and Entrepreneurship
    Published online:
    06 December 2018
    Print publication:
    12 July 2018, pp 98-153

  • Summary

    Promotion, marketing, or demand generation, is about establishing an attractive, distinctive and accessible position within a targeted market, and doing this effectively, using affordable methods. Sales is about enhancing the value of the venture through balanced exchange with a customer. It is also about building customer communities to seed future development. Promotion is about opening opportunities, sales is about closing these into deliverable and value-creating contractual agreements. Synchronization of promotion and sales drives growth through a beneficial feedback relationship. This chapter addresses generation and satisfaction of customer demand to achieve objectives: • Scoping and analysing target market structure: defining, quantifying, understanding customers • Scoping and analysing the target market dynamics: assessing opportunities and threats • Promoting the business: creating visibility, building brand value and influence • Managing sales: managing stakeholders, planning engagement, negotiating exchanges and building communities For each topic, this chapter introduces and illustrates considerations and techniques, including through the rolling case study.

  • 2 - Studying Complex Words

  • Ingo Plag, Heinrich-Heine-Universität Düsseldorf
  • Book:
    Word-Formation in English
    Published online:
    30 April 2019
    Print publication:
    12 July 2018, pp 20-43

  • Summary

    This chapter discusses in some detail the problems that arise with the implementation of the basic notions introduced in chapter 1 in the actual analysis of word structure in English. First, the notion of the morpheme is scrutinized with its problems of the mapping of form and meaning. Then the phenomenon of base and affix allomorphy is introduced, followed by a discussion of the notion of ‘word-formation rule’. Finally, cases of multiple affixation and compounding are analyzed.

  • Appendix A: - Principal Terms of Product Licensing Agreements

  • Dick Whittington, University of York
  • Book:
    Digital Innovation and Entrepreneurship
    Published online:
    06 December 2018
    Print publication:
    12 July 2018, pp 391-396

  • Summary

    There is a collection of terms that it is particularly important to consider when producing a licensing agreement to be offered to customers. This Appendix gives explanations, cautions and in some cases, optional forms of words for the principal terms. It is important to note that the specific wording adopted may need to be reviewed in the light of applicable legal jurisdictions. Topics covered include: • Parties to the agreement • The IP that is licenced by the agreement • Grant of licence • Restrictions • Applicable use • IP Rights • Licensing of any 3rd party products • Payments and payment terms • Liabilities • Warranties and disclaimers • Termination • Jurisdiction

  • 6 - Growth and Scalability

  • Dick Whittington, University of York
  • Book:
    Digital Innovation and Entrepreneurship
    Published online:
    06 December 2018
    Print publication:
    12 July 2018, pp 232-284

  • Summary

    Business growth means increasing performance against a measure of success. Business scalability means operating and performing effectively as the business grows, able to do more at a reducing marginal cost. A venture can grow without being scalable and a venture designed to scale may not grow. Start-ups focus on ideas and their exploitation; scale-ups focus on driving market consumption through an organization designed to operate at scale. An entrepreneurial mindset increasingly dominates over an initial innovation focus. The structure provides a logical coverage: • Setting strategy – ambitions, indicators, drivers, risks • Planning for growth and scalability – financial forecasting, capability requirements, discontinuities • Projecting financial growth – revenue, cost, margins • Designing a team – selecting and incentivizing the right mix • Designing capability – general drivers and capability-specific scalability • Assessing funding requirements and options – organic growth, investment • Raising investment • Creating a business plan These subjects are each addressed from the perspective of applicable considerations and techniques, illustrated by the rolling case study.

  • Appendix B: - Principal Terms of Customer Service Agreements

  • Dick Whittington, University of York
  • Book:
    Digital Innovation and Entrepreneurship
    Published online:
    06 December 2018
    Print publication:
    12 July 2018, pp 397-402

  • Summary

    There is a collection of customer service terms that it is particularly important to consider when producing a service agreement to be offered to customers. This Appendix gives explanations, cautions and in some cases, optional forms of words for the principal terms. It is important to note that the specific wording adopted may need to be reviewed in the light of applicable legal jurisdictions. Topics covered include: • Parties to the agreement • Term of the service • Payment and payment terms • Defining the services to be provided • Service provider’s obligations • Service user’s obligations • Additional services • Confidentiality and non-disclosure • Liabilities • Warranties and disclaimers • Termination • Non-poaching of staff • Jurisdiction

  • Preface

  • Wilfried Lemahieu, KU Leuven, Belgium, Seppe vanden Broucke, KU Leuven, Belgium, Bart Baesens, KU Leuven, Belgium
  • Book:
    Principles of Database Management
    Published online:
    17 August 2019
    Print publication:
    12 July 2018, pp xix-xxiii

  • Summary

    Congratulations! By picking up this book, you have made the first step in your journey through the wonderful world of databases. As you will see in this book, databases come in many different forms – from simple spreadsheets or other file-based attempts and hierarchical structures, to relational, object-oriented, and even graph-oriented ones – and are used across the world throughout a variety of industry sectors to manage, store, and analyze data.

    This book is the result of having taught an undergraduate database management class and a postgraduate advanced database management class for more than ten years. Throughout the years we have found no textbook that covers the material in a comprehensive way without becoming flooded by theoretical detail and losing focus. Hence, after we teamed up together, we decided to start writing a book ourselves. This work aims to offer a complete and practical guide covering all the governing principles of database management, including:

  • • end-to-end coverage, starting with legacy technologies to emerging trends such as Big Data, NoSQL databases, analytics, data governance, etc.;

  • • a unique perspective on how lessons learned from past data management could be relevant in today's technology setting (e.g., navigational access and its perils in CODASYL and XML/OO databases);

  • • a critical reflection and accompanying risk management considerations when implementing the technologies considered, based on our own experiences participating in data and analytics-related projects with industry partners in a variety of sectors, from banking to retail and from government to the cultural sector;

  • • a solid balance between theory and practice, including various exercises, industry examples and case studies originating from diverse and complementary business practices, scientific research, and academic teaching experience.

    • The book also includes an appendix explaining our “online playground” environment, where you can try out many concepts discussed in the book. Additional appendices, including an exam bank containing several cross-chapter questions and references to our YouTube lectures, are provided online as well.

    We hope you enjoy this book and that you, the reader, will find it a useful reference and trusted companion in your work, studies, or research when storing, managing, and analyzing small or Big Data!

    Who This Book is For

    We have tried to make this book complete and useful for both novice and advanced database practitioners and students alike.

Page 1178 of 1927