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Widoczne ślady używania. Zaznaczenia na kilkunastu stronach. 2 płyty CD z materiałami dodatkowymi.

Spis treści

PART 1. Laying the Groundwork

Chapter 1. Mass Communication, Culture, and Mass Media
Chapter 2. Media Literacy and Culture

PART II. Media, Media Industries, and Media Audiences

Chapter 3. Books
Chapter 4. Newspapers
Chapter 5. Magazines
Chapter 6. Film
Chapter 7. Radio and Sound Recording
Chapter 8. Television
Chapter 9. Cable and Other Multi-Channel Services
Chapter 10.The Internet and the World Wide Web: Changing the Paradigm

PART III. Supporting Industries

Chapter 11. Public Relations
Chapter 12. Advertising

PART IV. Mass Mediated Culture in the Information Age

Chapter 13. Theories and Effects of Mass Communication
Chapter 14. Media Freedom, Regulation, and Ethics
Chapter 15. Global Media

Glossary
References

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Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

Spis treści

AN INTRODUCTION TO ECONOMICS.

PART 1. ECONOMICS: THE SCIENCE OF SCARCITY.

1. What Economics is About. Appendix A. Working with Diagrams. Appendix B. Should You Major in Economics? 2. Economic Activities: Producing and Trading. 3. Supply and Demand: Theory. 4. Supply and Demand: Practice.

MACROECONOMICS.

PART 2. MACROECONOMIC FUNDAMENTALS.

5. Macroeconomic Measurements, Part I: Prices and Unemployment. 6. Macroeconomic Measurements, Part II: GDP and Real GDP.

PART 3. MACROECONOMIC STABILITY, INSTABILITY, AND FISCAL POLICY.

7. Aggregate Demand and Aggregate Supply. 8. The Self-Regulating Economy. 9. Economic Instability: A Critique of the Self-Regulating Economy. 10. Fiscal Policy. 11. More on Government Spending and Taxes: Beyond Fiscal Policy.

PART 4. MONEY, THE ECONOMY, AND MONETARY POLICY.

12. Money and Banking. 13. The Federal Reserve System. 14. Money and the Economy. 15. Monetary Policy.

PART 5. EXPECTATIONS AND GROWTH.

16. Expectations Theory and the Economy. 17. Economic Growth: Resources, Technology, and Ideas.

MICROECONOMICS.

PART 6. MICROECONOMIC FUNDAMENTALS.

18. Elasticity. 19. Consumer Choice: Maximizing Utility and Behavioral Economics. Appendix C. Budget Constraint and Indifference Curve Analysis. 20. The Firm. 21. Production and Costs.

PART 7. PRODUCT MARKET AND POLICIES.

22. Perfect Competition. 23. Monopoly. 24. Monopolistic Competition, Oligopoly, and Game Theory. 25. Government and Product Markets: Antitrust and Regulation.

PART 8. FACTOR MARKETS AND RELATED ISSUES.

26. Factor Markets: With Emphasis on the Labor Market. 27. Wages, Unions, and Labor. 28. The Distribution of Income and Poverty. 29. Interest, Rent, and Profit.

PART 9. MARKET FAILURE AND PUBLIC CHOICE.

30. Market Failure: Externalities, Public Goods, and Asymmetric Information. 31. Public Choice: Economic Theory Applied to Politics.

THE WORLD ECONOMY.

PART 10. INTERNATIONAL ECONOMICS: THEORY AND POLICY.

32. International Trade. 33. International Finance.

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Niewielkie ślady używania na okładce. Wewątrz bez zaznaczeń.

Spis treści

Part One: Strategic Analysis

Chapter 1 Strategic Management: Creating Competitive Advantages
Chapter 2 Analyzing the External Environment of the Firm
Chapter 3 Assessing the Internal Environment of the Firm
Chapter 4 Recognizing a Firm’s Intellectual Assets: Moving beyond a Firm’s Tangible Resources

Part Two: Strategic Formulation

Chapter 5 Business-Level Strategy: Creating and Sustaining Competitive Advantages
Chapter 6 Corporate-Level Strategy: Creating Value through Diversification
Chapter 7 International Strategy: Creating Value in Global Markets
Chapter 8 Digital Business Strategy: Leveraging Capabilities in a Disruptive Environment

Part Three: Strategic Implementation

Chapter 9 Strategic Control and Corporate Governance
Chapter 10 Creating Effective Organizational Designs
Chapter 11 Strategic Leadership: Creating a Learning Organization and an Ethical Organization
Chapter 12 Managing Innovation and Fostering Corporate Entrepreneurship
Chapter 13 Recognizing Opportunities and Creating New Ventures

Part Four: Case Analysis

Chapter 14 Analyzing Strategic Management Cases

Cases

1. JetBlue Airways
2. Ford Motor Company in 2004: Entering Second Century of Existence
3. Starbucks Corporation: Competing in a Global Market
4. The Skeleton in the Corporate Closet
5. Green Mountain Coffee Roasters
6. Pixar
7. eBay: King of the Online Auction Industry
8. The Best-Laid Incentive Plans
9. American Red Cross in 2002 (A)
10. Yum! Brands, Pizza Hut, and KFC
11. Crown Cork & Seal in 1989
12. Growing for Broke
13. Dippin’ Dots Ice Cream
14. Panera Bread Company
15. Wal-Mart’sStrategy for the 21st Century: Sustaining Dominance
16. Edward Marshall Boehm, Inc.
17. McDonald’s
18. Microsoft’s Battle for the Living room: The Trojan Horse—The Xbox
19. Schoolhouse Lane Estates
20. Atari and InfoGrames Entertainment SA
21. FreshDirect
22. Robin Hood
23. Johnson & Johnson
24. General Motors
25. Heineken
26. Procter & Gamble
27. Sun Life Financial: Entering China
28. The Casino Industry
29. Yahoo!
30. Enron: On the Side of the Angels
31. World Wrestling Entertainment
32. Zara: Fast Fashion
33. Kmart–Sears Merger of 2005
34. Kroger Company
35. QVC
36. Philips versus Matsushita: A New Century, a New Round
37. Expedited Competition: The Express Delivery Services Industry—UPS, FedEx, DHL, TNT—Differentiated Options
38. Reader’s Digest: Inform, Enrich, Entertain, and Inspire—Inspire Whom: And for How Much Longer?
39. Southwest Airlines: How Much Can “LUV” Do?
40. Toys “R” Us
41. The Lincoln Electric Company, 1996
Indexes

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

O książce

Tekst wyjaśnia różne aspekty reklamy, ze szczególnym naciskiem na marketing zintegrowany i wykorzystanie nowych technologii w reklamie. Autor pokazuje jak skoordynować reklamę z pozostałymi działaniami komunikacyjnymi firmy. Kolejne rozdziały dedykowane są takim zagadnieniom jak: omówienie funkcji i rodzajow reklamy, omówienie mediów, planowanie i zarządzanie kampanią, branding i inne.

Teskt polecany osobom rozpoczynającym karierę w reklamie.

Spis treści

Chapter 1: Background of Today’s Advertising

Chapter 2: Roles of Advertising

Chapter 3: The Advertising Spiral and Brand Planning

Chapter 4: Target Marketing

Chapter 5: The Advertising Agency, Media Services, and Other Services

Chapter 6: The Advertiser’s Marketing/Advertising Operation

Chapter 7: Media Strategy

Chapter 8: Using Television

Chapter 9: Using Radio

Chapter 10: Using Newspapers

Chapter 11: Using Magazines

Chapter 12: Out-of-Home Advertising

Chapter 13: Internet and Direct Response Advertising

Chapter 14: Sales Promotion

Chapter 15: Research in Advertising

Chapter 16: Creating the Message

Chapter 17: The Total Concept: Words and Visuals

Chapter 18: Print Production

Chapter 19: The Television Commercial

Chapter 20: The Radio Commercial

Chapter 21: Trademarks and Packaging

Chapter 22: The Complete Campaign

Chapter 23: International Advertising

Chapter 24: Economic, Social, and Legal Effects of Advertising

Stan

Niewielkie ślady używania na okładce (drobne pęknięcie wewnątrz przy grzbiecie książki). Wewątrz jedno lub dwa zaznaczenia.

Spis treści

Chapter 01 Consumer Behavior: Meeting Changes and Challenges

Chapter 02 The Consumer Research Process

Chapter 03 Market Segmentation and Strategic Targeting

Chapter 04 Consumer Motivation

Chapter 05 Personality and Consumer Behavior

Chapter 06 Consumer Perception

Chapter 07 Consumer Learning

Chapter 08 Consumer Attitude Formation and Change

Chapter 09 Communication and Consumer Behavior

Chapter 10 The Family and Its Social Class Standing

Chapter 11 Influence of Culture on Consumer Behavior

Chapter 12 Subcultures and Consumer Behavior

Chapter 13 Cross Cultural and Global Consumer Behavior

Chapter 14 Diffusion of Innovations

Chapter 15 Consumer Decision Making and Beyond

Chapter 16 Consumers Social Responsibility and Green Marketing