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Part 1: Introduction to Integrated Marketing Communications

Chapter 1: An Introduction of Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process

Part 2: Integrated Marketing Program Situation Analysis

Chapter 3: Organizing for Advertising and Promotion
Chapter 4: Perspectives on Consumer Behavior

Part 3: Analyzing the Communication Process

Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors

Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs

Chapter 7: Establishing Objectives and Budgeting for the Promotional Program

Part 5: Developing the Integrated marketing Communications Program

Chapter 8: Creative Strategy: Planning and Development
Chapter 9: Creative Strategy: Implementation and Evaluation
Chapter 10: Media Planning and Strategy
Chapter 11: Evaluation of Broadcast Media
Chapter 12: Evaluation of Print Media
Chapter 13: Support Media
Chapter 14: Direct Marketing and Marketing on the Internet
Chapter 15: Internet and Interactive Media
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising
Chapter 18: Personal Selling

Part 6: Monitoring, Evaluation, and Control

Chapter 19: Measuring the Effectiveness of the Promotional Program

Part 7: Special Topics and Perspectives

Chapter 20: InternationalAdvertising and Promotion
Chapter 21: Regulation of Advertising and Promotion
Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Glossary of Advertising and Promotion Terms
Endnotes
Credits and Acknowledgments
Name and Company Index
Subject Index

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Concepts 1. Basic Concepts in Strategic Management.
Concepts 2. Corporate Governance and Social Responsibility.
Concepts 3. Environmental Scanning and Industry Analysis.
Concepts 4. Internal Scanning: Organizational Analysis.
Concepts 5. Strategy Formulation: Situation Analysis and Business Strategy.
Concepts 6. Strategy Formulation: Corporate Strategy.
Concepts 7. Strategy Formulation: Functional Strategy and Strategic Choice.
Concepts 8. Strategy Implementation: Organizing for Action.
Concepts 9. Strategy Implementation: Staffing and Directing.
Concepts 10. Evaluation and Control.
Concepts 11. Strategic Issues in Managing Technology and Innovation.
Concepts 12. Strategic Issues in Entrepreneurial Ventures and Small Businesses.
Concepts 13. Strategic Issues in Not-for-Profit Organizations.
Concepts 14. Suggestions for Case Analysis.

Cases Section A. Corporate Governance: Questions of Executive Leadership.
1. The Recalcitrant Director at Byte Products, Inc.: Corporate Legality versus Corporate Responsibility, Dan R. Dalton, Richard A. Cosier, Cathy A. Enz.
2. The Wallace Group, Laurence J. Stybel.

Section B. Environmental Issues: Questions of Social Responsibilities and Ethics.
3. The Audit, John A. Kilpatrick, Gamewell D. Gantt, George A. Johnson.
4. Brookstone Hospice: Heel or Heroine? Shirley F. Olson, Sharon F. Meadows.

Section C. International Issues in Strategic Management.
5. Singapore Telecom: Strategic Challenges in a Turbulent Environment, Loizos Heracleous, Kulwant Singh
6. Hewlett-Packard Company in Vietnam, Geok Theng Lau.
7. The Body Shop International PLC: Anita Roddick, OBE, Ellie A. Forgarty, Joyce P. Vincelette, Thomas L. Wheelen.
8. Waterford Crystal, PLC. (2000): The Millennium, Thomas L. Wheelen, Edward Kosobov, Philip H. Anderson, Kathryn E. Wheelen.

Section D. General Issues in Strategic Management.
Industry One: Internet/Software.
9. Larry Ellison—Entrepreneurial Spirit at Oracle Corporation (2000), Joyce P. Vincelette, Ellie A. Fogarty, Thomas L. Wheelen.
10. Cisco Systems, Inc, Michael I. Eizenberg, Donna A. Gallo, Irene Hagenbuck, Alan N. Hoffman.
11. Sun Microsystems, Inc. (2001), Ellie A. Fogarty, Joyce P. Vincelette, Thomas L. Wheelen.
Industry Two: Internet Companies (www…com).
12. drkoop.com, Nicole Herskowitz, Fred Howard, Michael Iverson, Janet Mehlhop, Pilar Speer.
13. WingspanBank.com, Laura Cooke, Liza Hovey, Hyung Kim, Paul Rakowski.
Industry Three: Computers.
14. Apple Computer Inc. (2000): Here We Go Again, David B. Croll, Gordon P. Croll, Andrew J. Croll.
15. Carly Fiorina: The Reinvention of Hewlett-Packard Company, Patricia Ryan.
Industry Four: Recreation and Leisure.
16. Harley-Davidson, Inc.: The 95th Anniversary, Thomas L. Wheelen, Kathryn E. Wheelen, Thomas L. Wheelen, II, Richard D. Wheelen.
17. Carnival Corporation, Michael J. Keeffe, John K. Ross, III, Bill J. Middlebrook.
18. Reebok International, Ltd.: Customer Revlot, Thomas L. Wheelen, Moustafa H. Abdelsamad, Stanley R. Sitnik.
Industry Five: Major Home Appliances.
19. The U.S. Major Home Appliance Industry: Domestic versus Global Strategies, J. David Hunger.
20. Maytag Corporation: Back to Basics, J. David Hunger.
Industry Six: Mass Merchandising/Distribution.
21. Kmart Corporation (2000): Seeking Customer Acceptance and Preference, James W. Camerius.
22. Gardner Distribution Co.-Providing Products for Plants and Pets, Tom Hinthorne.
23. Wal-Mart Stores, Inc. (2000): Strategies For Dominance in The New Millennium, James W. Camerius.
Industry Seven: Specialty Retailers.
24. The Home Depot, Inc.: Growing the Professional Market (Revised), Thomas L. Wheelen, Hitesh (John) P. Adhia, Paul M. Sweircz, Thomas H. Cangley.
25. Amy's Bread, Paula S. Weber, Cathleen S. Burns, James E. Weber.
Industry Eight: Small/Medium Entrepreneurial Ventures.
26. Inner-City Paint Corporation (Revised), Donald K. Kuratko, Norman J. Gierlasinski.
27. The Vermont Teddy Bear Co., Inc.: Challenges Facing a New CEO (Revised), Joyce P. Vincelette, Ellie A. Forgarty, Thomas M. Patrick, Thomas L. Wheelen.
28. Guajilote Cooperativo Forestal: Honduras, Nathan Nebbe, J. David Hunger.
29. The Carey Plant, Thomas L. Wheelen, J. David Hunger.
Industry Nine: Beverage/Food.
30. Arm & Hammer: Poised for Growth, Roy A. Cook.
31. Tasty Baking Company, Ellie A. Fogarty, Joyce P. Vincelette, Thomas M. Patrick, Thomas L. Wheelen.
32. Redhock Ale Brewery, Stephen E. Barndt.
Industry Ten: Aviation and Automobiles.
33. The Boeing Commercial Group Decision 2001, Richard C. Scamehorn.
34. Mercedes-Benz and “Swatch” : Inventing The Smart and Networked Organization, Eric Pfaffmann, Ben M. Bensaou.
Section E. Issues in Not-for-Profit.
35. A.W.A.R.E. Always Wanted a Riding Experience, John K. Ross, III, Eric G. Kirby.

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1. THE MAJOR ISSUES.

The Mind-Brain Relationship. Biological Explanations of Behavior. The Brain and Conscious Experience. Nature and Nurture. The Genetics of Behavior. The Evolution of Behavior. The Use of Animals in Research. Reasons for Animal Research. The Ethical Debate. Prospects for Further Study.

2. NERVE CELLS AND NERVE IMPULSES.

The Cells of the Nervous System. Neurons and Glia. The Blood-Brain Barrier. The Nourishment of Vertebrate Neurons. The Nerve Impulse. The Resting Potential of the Neuron. The Action Potential. Propagation of the Action Potential. The Myelin Sheath and Saltatory Conduction. Signaling Without Action Potentials.

3. COMMUNICATION WITHIN THE BODY: SYNAPSES AND HORMONES.

The Concept of the Synapse. The Properties of the Synapse. Relationship Among EPSP, IPSP, and Action Potential. Chemical Events at the Synapse. The Discovery That Most Synaptic Transmission is Chemical. The Sequence of Events at a Synapse. Synapses, Abused Drugs, and Behavior. How Drugs Affect Synapses. Synapses, Reinforcement, and Drug Use. Synapses, Reinforcement, and Personality. Hormones and Behavior. Mechanisms of Hormone Actions. Control of Hormone Release.

4. ANATOMY OF THE NERVOUS SYSTEM.

The Divisions of the Vertebrate Nervous System. Some Terminology. The Spinal Cord. The Autonomic Nervous System. The Hindbrain. The Midbrain. The Forebrain. The Ventricles. The Cerebral Cortex. Organization of the Cerebral Cortex. The Occipital Lobe. The Parietal Lobe. The Temporal Lobe. The Frontal Lobe. How Do the Pieces Work Together?

5. DEVELOPMENT AND PLASTICITY OF THE BRAIN.

Development of the Brain. Growth and Differentiation of the Vertebrate Brain. Pathfinding by Axons. Fine-Tuning by Experience. Proportional Growth of Brain Areas. The Vulnerable Developing Brain. Recovery of Function After Brain Damage. Causes of Human Brain Damage. Adjustments and Potential Recovery After Brain Damage. Effects of Age. Therapies.

6. VISION.

Visual Coding and the Retinal Receptors. Reception, Transduction, and Coding. The Eye and Its Connections to the Brain. Visual Receptors: Rods and Cones. Color Vision. The Neural Basis of Visual Perception. An Overview of the Mammalian Visual System. Mechanisms of Processing in the Visual System. Concurrent Pathways in the Visual System. The Cerebral Cortex: The Shape Pathway. The Cerebral Cortex: The Color Pathway. The Cerebral Cortex: The Motion and Depth Pathways. Visual Attraction. The Binding Problem Revisited: Visual Consciousness. The Development of the Visual System. Infant Vision. Effects of Experience on Visual Development.

7. THE NONVISUAL SENSORY SYSTEMS.

Audition. Sound and the Ear. Pitch Perception. Hearing Loss. Localization of Sounds. The Mechanical Senses. Vestibular Sensation. Somatosensation. Pain. The Chemical Senses. General Issues About Chemical Coding. Taste. Olfaction. Vomeronasal Sensation and Pheromones.

8. MOVEMENT.

The Control of Movement. Muscles and Their Movements. Units of Movement. Brain Mechanisms of Movement. The Role of the Cerebral Cortex. The Role of the Cerebellum. The Role of the Basal Ganglia. Disorders of Movement. Parkinson's Disease. Huntington's Disease.

9. RHYTHMS OF WAKEFULNESS AND SLEEP.

Rhythms of Waking and Sleeping. Endogenous Cycles. Resetting the Biological Clock. The Mechanisms of the Biological Clock.Stages of Sleep and Brain Mechanisims. The Stages of Sleep. Paradoxical or REM Sleep. Brain Mechanisms of Wakefulness and Arousal. Brain Function in REM Sleep. Abnormalities of Sleep. Why Sleep? Why REM? Why Dreams? The Functions of Sleep. The Functions of REM Sleep. Biological Perspectives on Dreaming.

10. THE REGULATION OF INTERNAL BODY STATES.

Temperature Regulation. Homeostasis. Controlling Body Temperature. Temperature Regulation and Behavior. Thirst. Mechanisms of Water Regulation. Osmotic Thirst. Hypovolemic Thirst. Hunger. How the Digestive System Influences Food Selection. How Taste and Digestion Control Hunger and Satiety. The Hypothalamus and Feeding Regulation. Satiety Chemicals and Eating Disorders.

11. REPRODUCTIVE BEHAVIORS.

The Effects of Sex Hormones. Organizing Effects of Sex Hormones. Activating Effects of Sex Hormones. Puberty. Parental Behavior. Variations in Sexual Development and Orientation. Determinants of Gender Identity. Possible Biological Bases of Sexual Orientation.

12. EMOTIONAL BEHAVIORS.

What Is Emotion, Anyway? and What Good Is It? Are Emotions Useful? Emotions and Readiness for Action. Stress and Health. Stress and the Autonomic Nervous System. Stress and the Hypothalamus-Pituitary-Adrenal Cortex Axis. Post-Traumatic Stress Disorder. Attack and Escape Behaviors. Attack Behaviors. Escape Behaviors.

13. THE BIOLOGY OF LEARNING AND MEMORY.

Learning, Memory, Amnesia, and Brain Functioning. Localized Representations of Memory. Types of Memory. The Hippocampus and Amnesia. Other Types of Brain Damage and Amnesia. Infant Amnesia. Storing Information in the Nervous System. Learning and the Hebbian Synapse. Single-Cell Mechanisms of Invertebrate Behavior Change. Long-Term Potentiation in Mammals.

14. LATERALIZATION AND LANGUAGE.

Lateralization of Function. Visual and Auditory Connections to the Hemispheres. Cutting the Corpus Callosum. Development of Lateralization and Handedness. Avoiding Overstatements. Evolution and Physiology of Language. Nonhuman Precursors of Language. Effects of Brain Damage on Human Language? Effects of Brain Damage on Language. Dyslexia.

15. ALCOHOLISM, MOOD DISORDERS, AND SCHIZOPHRENIA.

Alcoholism. Genetics. Alcohol Metabolism and Antabuse. Mood Disorders. Major Depressive Disorder. Bipolar Disorder. Seasonal Affective Disorder. Schizophrenia. Characteristics. The Neurodevelopmental Hypothesis. Neurotransmitters and Drugs.

Appendix A: Brief, Basic Chemistry.
Appendix B: Society For Neuroscience Policies On The Use Of Animals And Human Subjects In Neuroscience Research.

References.
Credits.
Theme Index.
Name Index.
Subject Index/Glossary.

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Niewielkie ślady używania na okładce. Wewnątrz jedno lub dwa zaznaczenia.

O książce

Designed for a one-semester course, this introductory textbook presents the basic concepts of macroeconomics, describes the full- employment model, considers macroeconomic fluctuations, outlines the financial system, and addresses controversies concerning government policy. The skills needed for understanding economic analysis and policy debates are emphasized. A glossary defines key terms. Stiglitz teaches at Columbia University. Walsh teaches at the University of California, Santa Cruz

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Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń. 5 płyt CD z materiałami dodatkowymi (m.in. audio chapter reviews).

O książce

Popularny podrecznik akademicki, opisujący wszystkie aspekty marketingu.

Spis treści

PART ONE: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.

1. Customer-Driven Marketing.
2. Strategic Planning and the Marketing Process.
3. The Marketing Environment, Ethics, and Social Responsibility.
4. Global Dimensions of Marketing.

PART TWO: MANAGING TECHNOLOGY AND INFORMATION TO ACHIEVE MARKETING SUCCESS.

5. E-Commerce: Electronic Marketing and the Internet for Dot.com and Brick-and-Mortar Marketers.
6. Relationship Marketing and Customer Relationship Management (CRM).
7. Marketing Research, Decision-Support Systems, and Sales Forecasting.

PART THREE: MARKET SEGMENTATION AND CUSTOMER BEHAVIOR.

8. Market Segmentation, Targeting and Positioning.
9. Consumer Behavior.
10. Business-to-Business (B2B) Marketing.

PART FOUR: PRODUCT STRATEGY.

11. Product Strategies.
12. Category and Brand Management, Product Identification, and New-Product Planning.

PART FIVE: PRICING STRATEGY.

13. Price Determination.
14. Managing the Pricing Function.

PART SIX: DISTRIBUTION STRATEGY.

15. Marketing Channels, Logistics, and Supply Chain Management.
16. Direct Marketing and Marketing Resellers: Retailers and Wholesalers.

PART SEVEN: PROMOTIONAL STRATEGY.

17. Integrated Marketing Communications.
18. Advertising, Sales Promotion, and Public Relations.
19. Personal Selling and Sales-Force Management.

Appendix A: Developing a Marketing Plan.
Appendix B: Financial Analysis in Marketing.