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Всего публикаций в данном разделе: 190

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А Б В Г Д Е Ж З И ЙК Л М Н О П Р С Т У Ф Х Ц Ч Ш ЩЭ Ю Я
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Опубликовано на портале: 19-04-2007
Larry Percy, Richard Elliott
New York: Oxford University Press, 2005, 364 с.
The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic rather than simply a descriptive standpoint and covers all the main topics on an advertising management module. The authors look first at what advertising is meant to do and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to now include expanded chapter introductions, explicit chapter objectives and learning outcomes, as well as additional important readings to supplement each chapter. The chapters on 'Communication Strategy' and 'Processing the Message' have been significantly expanded with recent leading-edge thinking, as well as new material on Integrated Marketing Communications in the final chapter. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. COMPANION WEB SITE: Accompanying the new edition will be a comprehensive companion web site containing, for lecturers: PowerPoint slides and questions and exercises to test students; and for students: links to IPA case histories, web links, references to further reading, and questions and exercises
ресурс содержит графическое изображение (иллюстрацию)

Опубликовано на портале: 05-08-2010
Larry Percy, Richard Elliott
Москва: Издательский дом Гребенникова, 2008, 416 с.
Универсальное пособие, охватывающее все сферы интегрированных маркетинговых коммуникаций и использующее как сугубо научные эмпирические исследования по данной теме, так и все социальные и культурные аспекты рекламной деятельности.
Данный труд уникален именно с этой точки зрения, и разработка рекламных кампаний с учетом изложенных в нем базисных принципов может привести фирму к настоящему успеху и обеспечить достижение впечатляющих результатов.
Издание предназначено для сотрудников рекламных агентств, рекламных отделов компаний, а также для студентов, обучающихся по специальностям «Реклама» и «Маркетинг».
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит графическое изображение (иллюстрацию)

Опубликовано на портале: 01-02-2007
Carlota Perez
Cheltenham: Edward Elgar, 2002, 224 с.
Technological Revolutions and Financial Capital presents a novel interpretation of the good and bad times in the economy, taking a long-term perspective and linking technology and finance in an original and convincing way.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит графическое изображение (иллюстрацию)

Опубликовано на портале: 29-11-2003
Guirao Perez, Cano Fernandez, Lopez M.I. Yurda, Rodriguez Donate
2002
In this paper we measure the impact of an individual’s socioeconomic conditions on the decision to consume wine in a traditionally wine-producing area. Based on the data obtained in an exhaustive survey on wine consumption and through discrete choice models, we assess the changes which come about in the decisions to consume the different types of wine under consideration, and we obtain the most relevant distinctive and differentiated characteristics for each one of them.
ресурс содержит прикрепленный файл

Опубликовано на портале: 19-04-2007
Stephen J. Perkins, Susan M. Shortland
Philadelphia.: Kogan Page, 2006, 272 с.
This book provides an excellent and refreshing critical perspective to many of the issues under continued debate and ongoing research in the field of international HRM. This must be one of the best researched and referenced books on international human resource management that has been written in a long time. The research is both academic and practical… [and] deals with the subject at a very high level looking at the choices and consequences that organizations face when operating in an international market
ресурс содержит графическое изображение (иллюстрацию)

Опубликовано на портале: 25-11-2003
William D. Perreault
USA: McGraw-Hill, 2002
This book is about marketing and marketing strategy planning. And, at its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. Essentials of Marketing is a shortened version of our Basic Marketing, the most widely used text in the field.

Эта книга о маркетинге и планировании маркетинговых стратегий, суть которых состоит в удовлетворении нужд потребителей.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит графическое изображение (иллюстрацию)

Опубликовано на портале: 25-11-2003
William D. Perreault, Jerome E. McCarthy
USA: McGraw-Hill, 2001
Basic Marketing is the market leading principles of marketing text domestically and one of the top two internationally. Basic Marketing is the first book to develop and present the 4 Ps framework when describing the components of the marketing mix (Product, Price, Place, Promotion).

Представленное издание содержит детальное рассмотрение каждого из компонентов комплекса маркетинга: продукт, цена, распределение и продвижение.

Опубликовано на портале: 12-11-2007
Charles Perrow
Изд-во: Princeton University Press, 2005, 272 с.
American society today is shaped not nearly as much by vast open spaces as it is by vast, bureaucratic organizations. Over half the working population toils away at enterprises with 500 or more employees--up from zero percent in 1800. Is this institutional immensity the logical outcome of technological forces in an all-efficient market, as some have argued? In this book, the first organizational history of nineteenth-century America, Yale sociologist Charles Perrow says no. He shows that there was nothing inevitable about the surge in corporate size and power by century's end. Critics railed against the nationalizing of the economy, against corporations' monopoly powers, political subversion, environmental destruction, and "wage slavery." How did a nation committed to individual freedom, family firms, public goods, and decentralized power become transformed in one century? Bountiful resources, a mass market, and the industrial revolution gave entrepreneurs broad scope. In Europe, the state and the church kept private organizations small and required consideration of the public good. In America, the courts and business-steeped legislators removed regulatory constraints over the century, centralizing industry and privatizing the railroads. Despite resistance, the corporate form became the model for the next century. Bureaucratic structure spread to government and the nonprofits. Writing in the tradition of Max Weber, Perrow concludes that the driving force of our history is not technology, politics, or culture, but large, bureaucratic organizations. Perrow, the author of award-winning books on organizations, employs his witty, trenchant, and graceful style here to maximum effect. Colorful vignettes abound: today's headlines echo past battles for unchecked organizational freedom; socially responsible alternatives that were tried are explored along with the historical contingencies that sent us down one road rather than another. No other book takes the role of organizations in America's development as seriously. The resultant insights presage a new historical genre. Charles Perrow is Research Scholar and Professor Emeritus of Sociology at Yale University. Two of his six books are prizewinners: Normal Accidents (Princeton) and The AIDS Disaster. Complex Organizations (McGraw Hill) is in its third edition. He has written seventy articles and book chapters. Perrow has been a visiting professor at the London Graduate School of Business Studies, a fellow at the Center for Advanced Study in the Behavioral Sciences, and a visiting scholar at the Russell Sage Foundation and the Institute for Advanced Study.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит графическое изображение (иллюстрацию)

Опубликовано на портале: 02-09-2003
Torsten Persson, Guido Tabellini
2003
This paper surveys the recent literature on the theory of macroeconomic policy. We study the effect of various incentive constraints on the policy making process, such as lack of credibility, political opportunism, political ideology, and divided government. The survey is organized in three parts. Part I deals with monetary policy in a simply Phillips curve model: it covers credibility issues, political business cycles, and optimal design of monetary institutions. Part II deals with fiscal policy in a dynamic general equilibrium set up: the main topics here are credibility of tax policy, and political determinants of budget deficits. Part III studies economic growth in models with endogenous fiscal policy.

Опубликовано на портале: 01-09-2003
Torsten Persson, Guido Tabellini
2003
Observed fiscal policy varies greatly across time and countries. How can we explain this variation across time and countries? This paper surveys the recent literature that has tried to answer this question. We adopt a unified approach in portraying public policy as the equilibrium outcome of an explicitly specified political process. We divide the material into three parts. In Part I, we focus on median-voter equilibria that apply to policy issues where disagreement between voters is likely to be one-dimensional. We thus study the general redistributive programs which are typical of the modern welfare state: redistribution between rich and poor, young and old, employed and unemployed, resident of different regions, and labor and capital. In Part II we study special interest politics. Here the policy problem is multi-dimensional and we focus on specific political mechanisms: we study legislative bargaining, lobbying, and electoral competition, as well as the possible interactions between these different forms of political activity. Finally, Part III deals with a set of questions that can be brought under the label of comparative politics. Here we deal with policy choice under alternative political constitutions; we model the rationale for separation of powers and contrast the stylized features of congressional and parliamentary political systems, focusing on their implications for rent extraction by politicians, redistribution and public goods provision.

Опубликовано на портале: 05-11-2003
Torsten Persson, Guido Tabellini
Изд-во: MIT Press, 2000, cерия "Zeuthen Lectures", 551 с.
What determines the size and form of redistributive programs, the extent and type of public goods provision, the burden of taxation across alternative tax bases, the size of government deficits, and the stance of monetary policy during the course of business and electoral cycles? A large and rapidly growing literature in political economics attempts to answer these questions. But so far there is little consensus on the answers and disagreement on the appropriate mode of analysis.

Combining the best of three separate traditions--the theory of macroeconomic policy, public choice, and rational choice in political science--Torsten Persson and Guido Tabellini suggest a unified approach to the field. As in modern macroeconomics, individual citizens behave rationally, their preferences over economic outcomes inducing preferences over policy. As in public choice, the delegation of policy decisions to elected representatives may give rise to agency problems between voters and politicians. And, as in rational choice, political institutions shape the procedures for setting policy and electing politicians. The authors outline a common method of analysis, establish several new results, and identify the main outstanding problems.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит графическое изображение (иллюстрацию)

Опубликовано на портале: 31-12-2003
Torsten Persson, Guido Tabellini
Michigan: MIT Press, 2003, cерия "Munich Lectures", 320 с.
The authors of The Economic Effects of Constitutions use econometric tools to study what they call the "missing link" between constitutional systems and economic policy; the book is an uncompromisingly empirical sequel to their previous theoretical analysis of economic policy. Taking recent theoretical work as a point of departure, they ask which theoretical findings are supported and which are contradicted by the facts. The results are based on comparisons of political institutions across countries or time, in a large sample of contemporary democracies. They find that presidential/parliamentary and majoritarian/proportional dichotomies influence several economic variables: presidential regimes induce smaller public sectors, and proportional elections lead to greater and less targeted government spending and larger budget deficits. Moreover, the details of the electoral system (such as district magnitude and ballot structure) influence corruption and structural policies toward economic growth. Persson and Tabellini?s goal is to draw conclusions about the causal effects of constitutions on policy outcomes. But since constitutions are not randomly assigned to countries, how the constitutional system was selected in the first place must be taken into account. This raises challenging methodological problems, which are addressed in the book. The study is therefore important not only in its findings but also in establishing a methodology for empirical analysis in the field of comparative politics.
ресурс содержит полный текст, либо отрывок из него ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит графическое изображение (иллюстрацию)

Опубликовано на портале: 25-11-2003
J. Paul Peter, James H. Jr. Donnelly
USA: McGraw-Hill, 2002
Preface to Marketing Management, 9/e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The text serves as an overview for critical issues in marketing management. Its brief, inexpensive, paperback format makes it a perfect fit for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.

Книга представляет собой обзор ключевых проблем маркетинг менеджмента. Рекомендуется для использования в курсе маркетинг менеджмент для слушателей MBA программ.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит графическое изображение (иллюстрацию)

Опубликовано на портале: 25-11-2003
J. Paul Peter, Jerry C. Olson
USA: McGraw-Hill, 2001
Consumer Behavior provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors have developed what they call the Wheel of Consumer Analysis, which is a tool to help the reader understand how consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy interact. The wheel is a powerful tool for analyzing consumer behavior and can be used to understand consumers and to guide the development of effective marketing strategies.

Представленное издание дает студентам знания и навыки, необходимые для осуществления анализа потребителей, который может быть использован для развития понимания рынка и разработки эффективных маркетинговых стратегий. Авторы разработали инструмент, названный ими Механизм анализа потребителя, который поможет читателям понять потребителя и послужит руководством для разработки эффективных маркетинговых стратегий.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию

Опубликовано на портале: 20-04-2007
Guy Peters
New-York: Routledge, 1990, 384 с.
Written by a leading authority in the field, this newly revised and updated fifth edition now features a new chaper on administrative reform, more material on administration in developing countries and more coverage of the European Union and a discussion of international beuracracies.
ресурс содержит графическое изображение (иллюстрацию)