Search Results - executive producer

Contemporary advertising / by Arens, William F.

Table of Contents: “…Advertising perspectives The dimensions of advertising The economic, social, and regulatory aspects of advertising The scope of advertising: from local to global Crafting marketing and advertising strategies Marketing and consumer behavior: the foundations of advertising Market segmentation and the marketing mix: determinants of advertising strategy Research: gathering information for advertising planning Marketing and advertising planning: top-down, bottom-up, and IMC Planning media strategy: finding links to the market Integrating advertising with other elements of the communications mix Relationship building: direct marketing, personal selling, and sales promotion Relationship building: public relations, sponsorship, and corporate advertising Creating advertisements and commercials Creative strategy and the creative process Creative execution: art and copy Producing ads for print, electronic, and digital media Using advertising media Using print media Using electronic media: television and radio Using digital interactive media and direct mail Using out-of-home, exhibitive, and supplementary media…”

World economic outlook, September 2006 : financial systems and economic cycles

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Strategic product creation : deliver customer satisfaction from every level of your company / by Kerber, Ronald L.

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Software engineering : a programming approach / by Bell, Douglas

Table of Contents: “…200 (1) Formal development: a case study 201 (7) The role of formal development 208 (1) Summary 209 (6) Exercises 210 (1) Answers to self test questions 211 (1) Further reading 211 (4) Part D Programming paradigms The programming language 215 (50) Introduction 215 (1) Design principles 216 (2) Language syntax 218 (3) Control abstractions 221 (6) Data types and strong typing 227 (11) Procedural abstraction 238 (5) Abstract data types 243 (6) Programming in the large 249 (7) The role of programming languages 256 (2) Summary 258 (7) Exercises 258 (2) Answers to self test questions 260 (4) Further reading 264 (1) Object-oriented programming (OOP) 265 (21) Introduction 265 (1) Encapsulation 265 (2) Classes 267 (1) Creating objects 268 (1) Constructor methods 269 (1) Destructor methods 270 (1) Class or static methods 270 (1) Inheritance 271 (3) Single versus multiple inheritance 274 (1) Polymorphism 274 (1) Event-driven programming 275 (1) Case study -- a complete Java program 276 (4) The role of OOP 280 (1) Summary 281 (5) Exercises 282 (2) Answers to self test questions 284 (1) Further reading 285 (1) Concurrent programming 286 (35) Introduction 286 (2) Independent threads 288 (3) Dying and killing 291 (1) The state of a thread 292 (1) Scheduling and thread priorities 293 (1) Mutual exclusion 293 (3) Thread interaction 296 (5) The producer--consumer problem 301 (11) Interruptions 312 (1) Deadlock 313 (1) Conclusions 314 (2) Summary 316 (5) Exercises 316 (2) Answers to self test questions 318 (2) Further reading 320 (1) Functional programming 321 (17) Introduction 321 (1) Procedural languages 322 (2) Characteristics of functional programming 324 (7) Other functional languages 331 (2) The role of functional programming 333 (2) Summary 335 (3) Exercises 336 (1) Answers to self test questions 337 (1) Further reading 337 (1) Logic programming 338 (17) Introduction 338 (2) Facts and rules 340 (2) Execution mechanisms 342 (6) Prolog in use 348 (2) Conclusions 350 (1) Summary 351 (4) Exercises 352 (1) Further reading 352 (3) Part E Implementation Software tools 355 (17) Introduction 355 (1) Tools for programming 356 (1) Not programming tools 357 (1) Examples of tools 357 (8) Discussion 365 (1) Application development tools 365 (4) The physical environment 369 (1) Summary 370 (2) Exercises 371 (1) Answers to self test questions 371 (1) Further reading 371 (1) Verification 372 (24) Introduction 372 (1) The nature of errors 373 (1) The problem of testing 374 (1) Black box (functional) testing 375 (2) White box (structural) testing 377 (2) Walkthroughs and inspections 379 (3) Other testing strategies 382 (1) Discussion 383 (2) System (integration) testing 385 (1) Bottom-up testing 386 (1) Top-down development 387 (3) Summary 390 (6) Exercises 391 (2) Answers to self test questions 393 (2) Further reading 395 (1) Softwar fault tolerance and exceptions 396 (22) Introduction 396 (3) Fault detection by software 399 (3) Fault detection by hardware 402 (3) Dealing with damage 405 (2) Exceptions and exception handlers 407 (3) Recovery blocks 410 (3) N-version programming 413 (1) The role of fault tolerance 414 (1) Summary 414 (4) Exercises 415 (2) Answers to self test questions 417 (1) Further reading 417 (1) Software metrics and quality assurance 418 (12) Introduction 418 (1) Complexity metrics 419 (3) Faults and reliability -- estimating bugs 422 (1) Software quality 423 (2) Quality assurance 425 (1) Process improvement 426 (1) The capability maturity model (CMM) 426 (1) Summary 427 (3) Exercises 428 (1) Answers to self test questions 429 (1) Further reading 429 (1) Project management 430 (19) Introduction 430 (1) The challenge of project management 431 (1) The ingredients of project management 431 (1) Cost estimation 432 (2) Team organization 434 (7) Selecting tools and methods 441 (1) Introducing new methods 442 (1) The project plan 442 (1) Peopleware 443 (1) Summary 444 (5) Exercises 444 (1) Further reading 445 (4) Part F Review Review 449 (14) Introduction 449 (1) Assessing and comparing development methods 450 (2) Software tools 452 (1) Software re-usability 452 (1) The current state of methods 452 (1) A single development method? …”

A preface to marketing management / by Peter, J. Paul

Table of Contents: “…4 (9) Strategic Planning and Marketing Management 4 (1) The Strategic Planning Process 5 (8) The Complete Strategic Plan 13 (1) The Marketing Management Process 13 (5) Situation Analysis 14 (2) Marketing Planning 16 (2) Implementation and Control of the Marketing Plan 18 (1) Marketing Information Systems and Marketing Research 18 (1) The Strategic Plan, the Marketing Plan, and Other Functional Area Plans 18 (2) Marketing's Role in Cross-Functional Strategic Planning 18 (2) Conclusion 20 (3) Appendix Portfolio Models 23 (4) PART B MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET 27 (50) Marketing Research: Process and Systems for Decision Making 28 (12) The Role of Marketing Research 28 (1) The Marketing Research Process 29 (9) Purpose of the Research 29 (1) Plan of the Research 30 (5) Performance of the Research 35 (1) Processing of Research Data 35 (1) Preparation of the Research Report 36 (1) Limitations of the Research Process 36 (2) Marketing Information Systems 38 (1) Conclusion 39 (1) Consumer Behavior 40 (13) Social Influences on Consumer Decision Making 41 (2) Culture and Subculture 41 (1) Social Class 42 (1) Reference Groups and Families 43 (1) Marketing Influences on Consumer Decision Making 43 (2) Product Influences 43 (1) Price Influences 43 (1) Promotion Influences 44 (1) Place Influences 44 (1) Situational Influences on Consumer Decision Making 45 (1) Psychological Influences on Consumer Decision Making 45 (1) Product Knowledge 45 (1) Product Involvement 46 (1) Consumer Decision Making 46 (6) Need Recognition 47 (1) Alternative Search 48 (1) Alternative Evaluation 49 (1) Purchase Decision 49 (1) Postpurchase Evaluation 50 (2) Conclusion 52 (1) Business, Government, and Institutional Buying 53 (11) Categories of Organizational Buyers 53 (1) Producers 53 (1) Intermediaries 54 (1) Government Agencies 54 (1) Other Institutions 54 (1) The Organizational Buying Process 54 (1) Purchase-Type Influences on Organizational Buying 55 (1) Straight Rebuy 55 (1) Modified Rebuy 55 (1) New Task Purchase 55 (1) Structural Influences on Organizational Buying 56 (2) Purchasing Roles 56 (1) Organization-Specific Factors 57 (1) Purchasing Policies and Procedures 57 (1) Behavioral Influences on Organizational Buying 58 (2) Personal Motivations 58 (1) Role Perceptions 58 (2) Stages in the Organizational Buying Process 60 (3) Organizational Need 61 (1) Vendor Analysis 61 (1) Purchase Activities 61 (1) Postpurchase Evaluation 61 (2) Conclusion 63 (1) Market Segmentation 64 (13) Delineate the Firm's Current Situation 64 (1) Determine Consumer Needs and Wants 65 (1) Divide Markets on Relevant Dimensions 65 (8) A Priori versus Post Hoc Segmentation 66 (1) Relevance of Segmentation Dimensions 66 (1) Bases for Segmentation 67 (6) Develop Product Positioning 73 (1) Decide Segmentation Strategy 74 (1) Design Marketing Mix Strategy 75 (1) Conclusion 76 (1) PART C THE MARKETING MIX 77 (90) Product and Brand Strategy 78 (16) Basic Issues in Product Management 78 (9) Product Definition 78 (1) Product Classification 79 (1) Product Quality and Value 80 (1) Product Mix and Product Line 81 (1) Branding and Brand Equity 82 (4) Packaging 86 (1) Product Life Cycle 87 (2) Product Adoption and Diffusion 89 (1) The Product Audit 90 (2) Deletions 90 (1) Product Improvement 90 (2) Organizing for Product Management 92 (1) Conclusion 93 (1) New Product Planning and Development 94 (13) New Product Strategy 95 (2) New Product Planning and Development Process 97 (5) Idea Generation 97 (2) Idea Screening 99 (1) Project Planning 99 (1) Product Development 100 (1) Test Marketing 100 (1) Commercialization 101 (1) The Importance of Time 101 (1) Some Important New Product Decisions 102 (3) Quality Level 102 (2) Product Features 104 (1) Product Design 104 (1) Product Safety 104 (1) Causes of New Product Failure 105 (1) Need for Research 105 (1) Conclusion 106 (1) Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing 107 (19) Strategic Goals of Marketing Communication 107 (1) Create Awareness 107 (1) Build Positive Images 108 (1) Identify Prospects 108 (1) Build Channel Relationships 108 (1) Retain Customers 108 (1) The Promotion Mix 108 (1) Integrated Marketing Communications 109 (2) Advertising: Planning and Strategy 111 (1) Objectives of Advertising 111 (1) Advertising Decisions 112 (7) The Expenditure Question 113 (2) The Allocation Question 115 (4) Sales Promotion 119 (4) Push versus Pull Marketing 119 (2) Trade Sales Promotions 121 (1) Consumer Promotions 121 (1) What Sales Promotion Can and Can't Do 121 (2) Public Relations 123 (1) Direct Marketing 123 (1) Conclusion 124 (1) Appendix: Major Federal Agencies Involved in Control of Advertising 125 (1) Personal Selling, Relationship Building, and Sales Management 126 (15) Importance of Personal Selling 126 (1) The Sales Process 127 (7) Objectives of the Sales Force 127 (1) The Sales Relationship-Building Process 128 (5) People Who Support the Sales Force 133 (1) Managing the Sales and Relationship-Building Process 134 (6) The Sales Management Task 135 (1) Controlling the Sales Force 136 (3) Motivating and Compensating Performance 139 (1) Conclusion 140 (1) Distribution Strategy 141 (16) The Need for Marketing Intermediaries 141 (1) Classification of Marketing Intermediaries and Functions 141 (2) Channels of Distribution 143 (1) Selecting Channels of Distribution 144 (3) Specific Considerations 144 (3) Managing a Channel of Distribution 147 (3) Relationship Marketing in Channels 147 (1) Vertical Marketing Systems 147 (3) Wholesaling 150 (1) Store and Nonstore Retailing 151 (4) Store Retailing 151 (1) Nonstore Retailing 152 (3) Conclusion 155 (2) Pricing Strategy 157 (10) Demand Influences on Pricing Decisions 157 (2) Demographic Factors 157 (1) Psychological Factors 157 (1) Price Elasticity 158 (1) Supply Influences on Pricing Decisions 159 (3) Pricing Objectives 159 (1) Cost Considerations in Pricing 159 (2) Product Considerations in Pricing 161 (1) Environmental Influences on Pricing Decisions 162 (1) Competition 162 (1) Government Regulations 162 (1) A General Pricing Model 163 (3) Set Pricing Objectives 163 (1) Evaluate Product-Price Relationships 163 (1) Estimate Costs and Other Price Limitations 164 (1) Analyze Profit Potential 165 (1) Set Initial Price Structure 165 (1) Change Price as Needed 166 (1) Conclusion 166 (1) PART D MARKETING IN SPECIAL FIELDS 167 (32) The Marketing of Services 168 (15) Important Characteristics of Services 170 (4) Intangibility 170 (1) Inseparability 171 (1) Perishability and Fluctuating Demand 172 (1) Client Relationship 172 (1) Customer Effort 173 (1) Uniformity 174 (1) Providing Quality Services 174 (2) Customer Satisfaction Measurement 175 (1) The Importance of Internal Marketing 175 (1) Overcoming the Obstacles in Service Marketing 176 (2) Limited View of Marketing 177 (1) Limited Competition 177 (1) Noncreative Management 177 (1) No Obsolescence 178 (1) The Service Challenge 178 (4) Banking 179 (1) Health Care 179 (1) Insurance 180 (1) Travel 180 (1) Implications for Service Marketers 181 (1) Conclusion 182 (1) Global Marketing 183 (16) The Competitive Advantage of Nations 184 (1) Organizing for Global Marketing 185 (5) Problems with Entering Foreign Markets 185 (2) Organizing the Multinational Company 187 (3) Programming for Global Marketing 190 (5) Global Marketing Research 190 (2) Global Product Strategy 192 (1) Global Distribution Strategy 193 (1) Global Pricing Strategy 194 (1) Global Advertising and Sales Promotion Strategy 194 (1) Entry and Growth Strategies for Global Marketing 195 (2) Conclusion 197 (2) SECTION II ANALYZING MARKETING PROBLEMS AND CASES 199 (14) A Case Analysis Framework 200 (7) Analyze and Record the Current Situation 201 (4) Analyze and Record Problems and Their Core Elements 205 (1) Formulate, Evaluate, and Record Alternative Courses of Action 206 (1) Select and Record the Chosen Alternative and Implementation Details 206 (1) Pitfalls to Avoid in Case Analysis 207 (1) Communicating Case Analyses 208 (4) The Written Report 209 (2) The Oral Presentation 211 (1) Conclusion 212 (1) SECTION III FINANCIAL ANALYSIS FOR MARKETING DECISIONS 213 (10) Financial Analysis 214 (8) Break-Even Analysis 214 (2) Net Present Value Analysis 216 (2) Ratio Analysis 218 (4) Conclusion 222 (1) SECTION IV DEVELOPING MARKETING PLANS 223 (12) A Marketing Plan Framework 224 (9) Title Page 225 (1) Executive Summary 225 (1) Table of Contents 226 (1) Introduction 226 (1) Situational Analysis 226 (1) Marketing Planning 226 (2) Implementation and Control of the Marketing Plan 228 (2) Summary 230 (1) Appendix---Financial Analysis 230 (3) References 233 (1) Conclusion 233 (2) Chapter Notes 235 (7) Index 242…”