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Advertising management / 由 Jethwaney, Jaishri N.

书本目录: “...Introduction to advertising management -- Advertising in historical perspective -- Brand building and advertising management -- Advertising agency: structure and processes -- Strategey and planning process in advertising campaigns -- Consumer behaviour and advertising research -- Creative strategy and creative development -- Media strategy and planning -- Agency relationships -- Advertising classification and current issues -- Advertising: laws and ethics -- Sales promotion -- Public relations -- Rural advertising in India -- Globalization in Indian advertising -- Annexure I: The code for self regulation in advertising -- Annexure II: Advertising agencies and rulings of the Indian Newspaper Society....”
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Integrated advertising, promotion, and marketing communications 由 Clow, Kenneth E.

书本目录: “...Preface xix PART 1 THE IMC FOUNDATION 1 (116) Integrated Marketing Communications 2 (22) Ron Jon Surf Shop: IMC and Brand Building Go to the Beach 2 (2) Overview 4 (2) Communication and IMC Programs 6 (2) Integrated Marketing Communications 8 (1) An Integrated Marketing Communications Plan 9 (1) IMC Components and the Design of this Book 10 (1) The IMC Foundation 10 (3) Advertising Tools 11 (1) IMC Media Tools 11 (1) Promotional Tools 11 (1) Integration Tools 12 (1) Refining the IMC Program 12 (1) The Value of IMC Plans 13 (4) Information Technology 13 (1) Changes in Channel Power 14 (1) Increases in Competition 15 (1) Brand Parity 16 (1) Integration of Information 16 (1) Decline in the Effectiveness of Television Advertising 17 (1) International Implications 17 (7) Corporate Image and Brand Management 24 (32) Gucci: One Strong Brand Works with Others 24 (1) Overview 25 (1) Corporate Image 26 (4) Components of a Corporate Image 26 (1) The Role of a Corporate Image---Consumer Perspective 27 (1) The Role of a Corporate Image--- Business-to-Business Perspective 28 (1) The Role of a Corporate Image---Company Perspective 29 (1) Promoting the Desired Image 30 (2) Creating the Right Image 30 (1) Rejuvenating an Image 31 (1) Changing an Image 31 (1) Corporate Name 32 (1) Corporate Logos 33 (1) Branding 34 (1) Developing a Strong Brand Name 34 (1) Brand Equity 35 (3) Steps to Building Brand Equity 36 (1) Measuring Brand Equity 37 (1) Brand Extensions and Flanker Brands 38 (2) Co-Branding 40 (1) Private Brands 41 (2) Packaging 43 (2) New Trends in Packaging 44 (1) Labels 45 (1) Positioning 45 (3) Other Elements of Positioning 47 (1) Ethical Issues in Brand Management 48 (1) International Implications 49 (7) Buyer Behaviors 56 (32) Apple's iPhone: Dialing Up New Customers 56 (2) Overview 58 (1) Consumer Purchasing Process 58 (1) Information Search 59 (7) Internal Search 59 (1) External Search 59 (2) Consumer Attitudes 61 (2) Consumer Values 63 (1) Cognitive Mapping 64 (2) Evaluation of Alternatives 66 (3) The Evoked Set Method 66 (1) The Multiattribute Approach 67 (1) Affect Referral 68 (1) Trends in the Consumer Buying Environment 69 (3) Age Complexity 69 (1) Gender Complexity 69 (1) Individualism 69 (1) Active, Busy Lifestyles 70 (1) Cocooning 70 (1) Changes in Family Units 71 (1) Pleasure Pursuits 71 (1) Health Emphasis 71 (1) Business-to-Business Buyer Behavior 72 (1) Factors Affecting Members of Business Buying Centers 73 (2) Organizational Influences 73 (1) Individual Factors 73 (2) Types of Business-to-Business Sales 75 (1) The Business-to-Business Buying Process 76 (2) Identification of Needs 76 (1) Establishment of Specifications 77 (1) Identification of Vendors 77 (1) Vendor Evaluation 77 (1) Vendor Selection 78 (1) Negotiation of Terms 78 (1) Postpurchase Evaluation 78 (1) Dual Channel Marketing 78 (2) International Implications 80 (8) Promotions Opportunity Analysis 88 (29) PETsMART: It's a Dog's Life (which ain't half bad) 88 (2) Overview 90 (1) Promotions Opportunity Analysis 90 (1) Communication Market Analysis 91 (26) Competitors 91 (1) Opportunities 91 (1) Target Markets 92 (1) Customers 92 (1) Product Positioning 93 (1) Establishing Marketing Communications Objectives 93 (1) Establishing a Communications Budget 94 (2) Types of Budgets 96 (1) The Percentage of Sales Method 96 (1) The Meet-the-Competition Method 97 (1) The ``What We Can Afford'' Method 97 (1) The Objective and Task Method 97 (1) Payout Planning 97 (1) Quantitative Models 98 (1) Budgeting Expenditures 98 (1) Preparing Promotional Strategies 99 (1) Matching Tactics with Strategies 100 (1) Market Segmentation 101 (1) Market Segmentation by Consumer Groups 101 (1) Segments Based on Demographics 102 (2) Psychographics 104 (1) Segments Based on Generations 105 (1) Segmentation by Geographic Area 106 (1) Geodemographic Segmentation 106 (1) Benefit Segmentation 107 (1) Usage Segmentation 107 (1) Business-to-Business Segmentation 108 (1) Segmentation by Industry 108 (1) Segmentation by Size 109 (1) Segmentation by Geographic Location 109 (1) Segmentation by Product Usage 109 (1) Segmentation by Customer Value 110 (1) International Implications 110 (7) PART 2 IMC ADVERTISING TOOLS 117 (90) Advertising Management 118 (1) The Anatomy of a Perfect Pushup 118 (1) Overview 119 (2) Overview of Advertising Management 121 (1) Advertising and the IMC Process 121 (1) Choosing an Advertising Agency 122 (1) Decision Variables 123 (1) External Advertising Agencies 124 (1) Choosing an Agency 125 (1) Goal Setting 125 (1) Selection Criteria 125 (2) Reference Requests 127 (1) Creative Pitch 127 (1) Agency Selection 128 (1) Advertising Planning and Research 129 (1) The Roles of Advertising Account Executives 130 (1) The Roles of Creatives 130 (1) Advertising Campaign Management 131 (1) Communication Market Analysis 131 (1) Advertising Goals 132 (1) Building Brand Image 132 (1) Providing Information 133 (1) Persuasion 133 (1) Supporting Marketing Efforts 133 (1) Encouraging Action 134 (1) The Advertising Budget 134 (1) Media Selection 135 (1) The Creative Brief 135 (1) The Objective 135 (1) The Target Audience 136 (1) The Message Theme 137 (1) The Support 137 (1) The Constraints 137 (1) International Implications 138 (8) Advertising Design: Theoretical Frameworks and Types of Appeals 146 (30) Ecko Enterprises: Dressing the Hip Hop World and Beyond 146 (2) Overview 148 (1) The Creative Brief 148 (1) Advertising Theory 149 (4) Hierarchy of Effects 149 (1) Means-End Theory 150 (1) Leverage Points 151 (1) Verbal and Visual Images 152 (1) Types of Advertising Appeals 153 (14) Fear 154 (1) Humor 155 (2) Sex 157 (5) Musical Appeals 162 (2) Rational Appeals 164 (1) Emotional Appeals 165 (2) Scarcity Appeals 167 (1) The Structure of an Advertisement 167 (2) International Implications 169 (7) Advertising Design: Message Strategies and Executional Frameworks 176 (31) Dove's Social and Fashion Advertising 176 (1) Overview 177 (1) Message Strategies 178 (5) Cognitive Strategies 178 (3) Affective Strategies 181 (1) Conative Strategies 182 (1) Executional Frameworks 183 (5) Animation 183 (1) Slice-of-Life 184 (1) Dramatization 185 (1) Testimonials 185 (1) Authoritative 186 (1) Demonstration 186 (1) Fantasy 187 (1) Informative 188 (1) Sources and Spokespersons 188 (6) Source Characteristics 190 (2) Matching Source Types and Characteristics 192 (2) Creating an Advertisement 194 (1) Advertising Effectiveness 195 (3) Beating Ad Clutter 197 (1) International Implications 198 (9) PART 3 IMC MEDIA TOOLS 207 (88) Traditional Media Channels 208 (34) M&M's: The Sweet Task of Media Selection 208 (2) Overview 210 (1) Media Strategy 210 (1) Media Planning 211 (2) Media Planners 212 (1) Media Buyers 213 (1) Advertising Objectives 213 (3) Achieving Advertising Objectives 216 (3) Recency Theory 217 (2) Media Selection 219 (11) Television 219 (3) Radio 222 (2) Outdoor Advertising 224 (2) Magazines 226 (2) Newspapers 228 (2) Media Mix 230 (1) Media Selection in Business-to-Business Markets 231 (2) International Implications 233 (9) E-active Marketing 242 (28) How Google Has Changed Our Language 242 (1) Overview 243 (1) E-Commerce 244 (2) E-Commerce Components 245 (1) E-Commerce Incentives 246 (3) Financial Incentives 246 (1) Convenience Incentives 247 (1) Value-Added Incentives 248 (1) Consumer Concerns with E-Commerce 249 (2) Seller Opportunism 249 (1) Security Issues 249 (1) Privacy Issues 250 (1) Purchasing Habits 250 (1) Biusiness-to-Business E-Commerce 251 (1) Interactive Marketing 251 (2) Online Advertising 253 (1) Forms of Online Advertising 253 (1) The Impact of Online Advertising 253 (1) Brand Spiraling 253 (1) Blogs 254 (1) Reactions to Negative Comments 254 (1) Company-Sponsored Blogging 255 (1) Online Social Networks 255 (1) Developing a Social Network Presence 256 (1) Consumer-Generated Advertising 256 (1) Consumer-Generated Reviews 257 (1) E-Mail 258 (2) Integration with Other Channels 258 (1) Web Analytics 258 (1) Monitoring Future Actions 259 (1) E-Mail Newsletters 259 (1) Advertising on Other Newsletters 259 (1) Search Engine Optimization 260 (1) Viral Marketing 260 (2) Web Site Design Issues 262 (1) International Implications 262 (8) Shipping Issues 262 (1) Payment Methods 263 (1) Communication Issues 263 (1) Technology Issues 263 (7) Alternative Marketing 270 (25) Red Bull's Buzz 270 (1) Overview 271 (1) Alternative Media Programs 272 (1) Buzz Marketing 272 (2) Consumers Who Like a Brand 273 (1) Sponsored Consumers 273 (1) Company Employees 273 (1) Buzz Marketing Stages 274 (1) Buzz Marketing Preconditions 274 (1) Guerilla Marketing 274 (2) Product Placements and Branded Entertainment 276 (2) Product Placements 276 (1) Branded Entertainment 276 (1) Achieving Success with Individual Consumers 277 (1) Company Tactics 277 (1) The Media's Perspective 278 (1) Lifestyle Marketing 278 (1) Alternative Media Venues 279 (3) Video Game Advertising 279 (1) Benefits of Video Game Advertising 280 (1) Disadvantages of Video Game Advertising 280 (1) Cinema Advertising 280 (1) In-Tunnel Subway Advertising 280 (1) Parking Lot Advertising 281 (1) Escalator Advertising 281 (1) Airline In-Flight Advertising 281 (1) Leaflets and Brochures 281 (1) Carry-Home Menus 281 (1) Carry-Home Bag Advertising 282 (1) Advertising on Clothing 282 (1) Mall Signs 282 (1) Kiosks 282 (1) In-Store Marketing 282 (2) New In-Store Marketing Tactics 283 (1) Point-of-Purchase Tactics 284 (2) Designing Effective POP 284 (1) Measuring POP Effectiveness 285 (1) Combination Approaches 286 (1) Brand Communities 286 (2) International Implications 288 (7) PART 4 IMC PROMOTIONAL TOOLS 295 (86) Database and Direct Response Marketing 296 (28) Levi Strauss & Co.: Using Quality Information to Build Relationships 296 (2) Overview 298 (1) Database Marketing 298 (1) Building a Data Warehouse 299 (2) E-Mail and Internet Data 300 (1) Purchase and Communication Histories 300 (1) Personal Preference Profiles 300 (1) Customer Information Companies 301 (1) Geocoding 301 (1) Database Coding and Analysis 301 (2) Lifetime Value Analysis 301 (1) RFM Analysis 302 (1) Data Mining 303 (1) Database-Driven Marketing Communications 304 (3) Identification Codes 305 (1) Customer Profile Information 305 (1) In-Bound Telemarketing 305 (1) Trawling 306 (1) Lifetime Value Segments 306 (1) Database-Driven Marketing Programs 307 (5) Permission Marketing 307 (2) Frequency Programs 309 (2) Customer Relationship Management 311 (1) Direct Response Marketing 312 (1) Direct Mail 313 (1) Types of Lists 313 (1) Advantages of Direct Mail 314 (1) Disadvantages of Direct Mail 314 (1) Catalogs 314 (1) Direct Response Media 315 (1) Internet 315 (1) Alternative Media 315 (1) Telemarketing 316 (1) International Implications 316 (8) Sales Promotions 324 (30) Sales Promotions and More Hook Fans 324 (2) Overview 326 (1) Consumer Promotions 326 (1) Coupons 327 (3) Coupon Distribution 328 (1) Types of Coupons 328 (1) Problems with Coupons 329 (1) Premiums 330 (1) Types of Premiums 330 (1) Keys to Successful Premium Programs 331 (1) Contests and Sweepstakes 331 (2) Contests 332 (1) Sweepstakes 332 (1) Components of Prizes 332 (1) Goals of Contests and Sweepstakes 333 (1) Refunds and Rebates 333 (1) Sampling 334 (2) Types of Samples 335 (1) Benefits of Sampling 335 (1) Problems with Sampling 335 (1) Successful Sampling Programs 336 (1) Bonus Packs 336 (1) Types of Bonus Packs 336 (1) Benefits of Bonus Packs 336 (1) Problems with Bonus Packs 337 (1) Price-Offs 337 (1) Benefits of Price-Offs 337 (1) Problems with Price-Offs 338 (1) Overlays and Tie-Ins 338 (1) Planning for Consumer Promotions 338 (2) Trade Promotions 340 (7) Trade Allowances 340 (2) Trade Contests 342 (1) Trade Incentives 343 (2) Trade Shows 345 (2) Concerns with Trade Promotions 347 (1) International Implications 348 (6) Public Relations and Sponsorship Programs 354 (27) Everyone's Wild About Harry 354 (1) Overview 355 (1) Public Relations 356 (1) Internal Versus External Public Relations 356 (1) Public Relations Tools 356 (1) Public Relations Functions 357 (1) Identifying Stakeholders 357 (2) Internal Stakeholders 358 (1) External Stakeholders 358 (1) Assessing Corporate Reputation 359 (1) Auditing Corporate Social Responsibility 360 (1) Creating Positive Image-Building Activities 360 (4) Cause-Related Marketing 361 (2) Green Marketing and Pro-Environmental Activities 363 (1) Preventing or Reducing Image Damage 364 (4) Proactive Prevention Strategies 365 (1) Reactive Damage-Control Strategies 365 (3) Sponsorships 368 (2) Forms of Sponsorships 368 (1) Choosing Sponsorships 369 (1) Sponsorship Objectives 370 (1) Event Marketing 370 (3) Determining Objectives 371 (1) Matching the Event to Publics 371 (1) Promoting the Event 371 (1) Advertising at the Event 371 (1) Tracking Results 372 (1) Cross-Promotions 372 (1) International Implications 373 (8) PART 5 IMC ETHICS, REGULATION, AND EVALUATION 381 (57) Regulations and Ethical Concerns 382 (26) A Salty Situation 382 (1) Overview 383 (1) Marketing Communications Regulations 384 (6) Governmental Regulatory Agencies 384 (1) The Federal Trade Commission 385 (1) Unfair and Deceptive Marketing Practices 385 (1) Deception Versus Puffery 385 (1) Substantiation of Marketing Claims 386 (1) How Investigations Begin 387 (1) Consent Orders 388 (1) Administrative Complaints 388 (1) Courts and Legal Channels 388 (1) Corrective Advertising 389 (1) Trade Regulation Rulings 389 (1) Industry Oversight of Marketing Practices 390 (2) Council of Better Business Bureaus 390 (1) National Advertising Division 390 (1) National Advertising Review Board 391 (1) Children's Advertising Review Unit 391 (1) Ethics and Social Responsibility 392 (3) Ethics and Advertising 393 (1) Perpetuating Stereotypes 393 (1) Advertising Unsafe Products 394 (1) Offensive Advertisements 394 (1) Advertising to Children 395 (1) Marketing and Ethics 395 (2) Brand Infringement 395 (1) Medical Marketing and Advertising 396 (1) Gifts and Bribery in Business-to-Business Marketing Programs 396 (1) Internet Marketing: Spamming and Cookies 397 (1) Responding to Ethical Challenges 397 (2) Ethical Frameworks 398 (1) Social Responsibility 399 (1) Social Responsibility Perspectives 399 (1) Ethics Programs 400 (1) Ethics Training Programs 400 (1) Codes of Ethics 400 (1) Ethics Consulting Systems 401 (1) International Implications 401 (7) Evaluating an Integrated Marketing Program 408 (30) Pretesting for Effectiveness: The New High-Tech World of Advertising Design 408 (1) Overview 409 (1) Matching Methods with IMC Objectives 410 (1) Message Evaluations 411 (10) Concept Testing 412 (1) Copytesting 413 (1) Recall Tests 414 (2) Recognition Tests 416 (1) Attitude and Opinion Tests 417 (1) Emotional Reaction Tests 418 (1) Physiological Arousal Tests 419 (1) Persuasion Analysis 420 (1) Evaluation Criteria 421 (2) Behavioral Evaluations 423 (5) Sales and Response Rates 423 (2) Online Metrics 425 (1) Test Markets 426 (2) Purchase Simulation Tests 428 (1) Evaluating Public Relations Activities 428 (2) Evaluating the Overall IMC Program 430 (1) International Implications 431 (7) Name/Organization Index 438 (8) Subject Index 446...”

Issues of legal ethics in the practice of environmental law / 由 Russell, Irma S.

书本目录: “...Regulation of lawyers -- The duty of competence -- The lawyer-client relationship -- Confidentiality -- Basic conflicts concerns -- Special conflicts concerns -- The lawyer's duty of candor to the tribunal -- The lawyer's duties to nonclients -- Alternative dispute resolution -- The anti-contact rule : represented persons -- Multi-disciplinary practice -- Multijurisdictional practice -- Pro bono representations -- Lawyer advertising -- Lawyer fees -- The lawyer's role in working with consultants -- The lawyer's role in working with the media -- Termination and withdrawal from representation....”
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A practical guide to public procurement / 由 Semple, Abby

International marketing / 由 Cateora, Philip R.

书本目录: “...Part I An Overview The Scope and Challenge of International Marketing The Dynamic Environment of International Trade Part II The Cultural Environment of Global Markets History and Geography: The Foundations of Culture Cultural Dynamics in Assessing Global Markets Culture, Management Style, and Business Systems The Political Environment: A Critical Concern The International Legal Environment: Playing by the Rules Part III Assessing Global Market Opportunities Developing a Global Vision through Market Research Emerging Markets Multinational Market Regions and Market Groups Part IV Developing Global Marketing Strategies Global Marketing Management: Planning and Organization Products and Services for Consumers Products and Consumers for Businesses I nternational Marketing Channels Exporting and Logistics: Special Issues for Business Integrated Marketing Communications and International Advertising Personal Selling and Sales Management Pricing for International Markets Part V Implementing Global Marketing Strategies Negotiating with International Customers, Partners, and Regulators Part VI Supplementary Material The Country Notebook Cases...”
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Professional responsibility in a nutshell / 由 Aronson, Robert H.

书本目录: “...415 (1) Obligations to the Agency and the Public 416 (1) Standards of Conduct for Government Lawyers 416 (1) The Duty to Disclose Wrongdoing 416 (1) The Duty to Resign 417 (2) The Lawyer as a Neutral: Ethics in Alternative Dispute Resolution 419 (38) Sources of Guidance 420 (2) Ethical Concerns of the Private Lawyer Serving as a Neutral 422 (29) Competence 422 (2) Consultation 424 (5) Impartiality 429 (4) Appearance of Impartiality 433 (2) Conflicts of Interests 435 (2) Confidentiality 437 (6) Fees 443 (2) Unauthorized Practice of Law 445 (3) Advertising and Solicitation 448 (2) Pro Bono Activities 450 (1) Related Duties of Lawyers as Client Representatives 451 (6) Obligation to Consider Use of ADR Processes 451 (3) The Lawyer as an Evaluator 454 (3) The Lawyer as Judge: Judicial Ethics and Selection 457 (21) Introduction 457 (2) Disqualification 459 (8) Basic Principles and Rules 459 (1) 28 U. ...”

Roundtable viewpoints. International business 由 Robertson Christopher J.

书本目录: “...63 (27) from ``Fighting Corruption Is a Global Concern,'' Ottawa Citizen (October 11, 2005) 66 (2) David Zussman from ``Renewed Interest in Overseas Bribery Law: A Q&A with White & Case's Owen Pell,'' PR Newswire US (February 9, 2005) 68 (3) Owen Pell from ``Rules on Corporate Ethics Could Help, Not Hinder, Multinationals,'' The Financial Times (London Edition) (June 21, 2005) 71 (3) Kenneth Roth from ``Courage of the Woman Fighting to Rid Nigeria of Corruption,'' Daily Mail, London (October 27, 2005) 74 (4) Alex Brummer OECD, from ``Fighting Bribery in International Business Deals,'' OECD Observer (November 2003) 78 (12) UNIT 2 OPERATING IN A GLOBAL ECONOMY 90 (69) How Does Globalization Affect the World? ...”

Microeconomics 由 Pindyck, Robert S.

书本目录: “...274 (1) Alternative Forms of Organization 275 (1) Marginal Revenue, Marginal Cost, and Profit Maximization 276 (3) Demand and Marginal Revenue for a competitive Firm 277 (2) Profit Maximization by a Competitive Firm 279 (1) Choosing Output in the Short Run 279 (5) Short-Run Profit Maximization by a Competitive Firm 279 (1) The Short-Run Profit of a Competitive Firm 280 (4) The Competitive Firm's Short-Run Supply Curve 284 (3) the Firm's Response to an Input Price Change 284 (3) The Short-Run Market Supply Curve 287 (5) Elasticity of Market Supply 288 (3) Producer Surplus in the Short Run 291 (1) Choosing Output in the Long Run 292 (7) Long-Run Profit Maximization 293 (1) Long-Run Competitive Equilibrium 294 (3) Economic Rent 297 (1) Producer Surplus in the Long Run 297 (2) The Industry's Long-Run Supply curve 299 (6) Constant-Cost Industry 299 (1) Increasing-Cost Industry 300 (2) Decreasing-Cost Industry 302 (1) The Effects of a Tax 302 (1) Long-Run Elasticity of Supply 303 (2) Summary 305 (1) Questions for Review 306 (1) Exercises 306 (3) The Analysis of Competitive Markets 309 (38) Evaluating the Gains and Losses from Government Policies--Consumer and Producer Surplus 309 (6) Review of Consumer and Producer Surplus 310 (1) Application of Consumer and Producer Surplus 311 (4) The Efficiency of a Competitive Market 315 (4) Minimum Prices 319 (5) Price Supports and Production Quotas 324 (7) Price Supports 324 (1) Production Quotas 325 (6) Import Quotas and Tariffs 331 (4) The Impact of a Tax or Subsidy 335 (7) The Effects of a Subsidy 339 (3) Summary 342 (1) Questions for Review 342 (1) Exercises 343 (4) Part Three Market Structure and Competitive Strategy 347 (236) Market Power: Monopoly and Monopsony 349 (42) Monopoly 350 (11) Average Revenue and Marginal Revenue 350 (2) The Monopolist's Output Decision 352 (1) An Example 353 (1) A Rule of Thumb for Pricing 354 (3) Shifts in Demand 357 (1) The Effect of a Tax 357 (2) The Multiplant Firm 359 (2) Monopoly Power 361 (5) Measuring Monopoly Power 362 (1) The Rule of Thumb for Pricing 363 (3) Sources of Monopoly Power 366 (2) The Elasticity of Market Demand 367 (1) The Number of Firms 367 (1) The Interaction Among Firms 368 (1) The Social Costs of Monopoly Power 368 (5) Rent Seeking 370 (1) Price Regulation 370 (2) Natural Monopoly 372 (1) Regulation in Practice 373 (1) Monopsony 373 (3) Monopsony and Monopoly Compared 376 (1) Monopsony Power 376 (5) Sources of Monopsony Power 377 (2) The Social Costs of Monopsony Power 379 (1) Bilateral Monopoly 380 (1) Limiting Market Power: The Antitrust Laws 381 (6) Enforcement of the Antitrust Laws 383 (1) Antitrust in Europe 384 (3) Summary 387 (1) Questions for Review 387 (1) Exercises 388 (3) Pricing with Market Power 391 (52) Capturing Consumer Surplus 392 (1) Price Discrimination 393 (10) First-Degree Price Discrimination 393 (3) Second-Degree Price Discrimination 396 (1) Third-Degree Price Discrimination 397 (6) Intertemporal Price Discrimination and Peak-Load Pricing 403 (3) Intertemporal Price Discrimination 403 (1) Peak-Load Pricing 404 (2) The Two-Part Tariff 406 (7) Bundling 413 (11) Relative Valuations 414 (4) Mixed Bundling 418 (3) Bundling in Practice 421 (2) Tying 423 (1) Advertising 424 (4) A Rule of Thumb for Advertising 426 (2) Summary 428 (1) Questions for Review 429 (1) Exercises 429 (4) Transfer Pricing in the Integrated Firm 433 (8) Transfer Pricing When There Is No Outside Market 433 (3) Transfer Pricing with a Competitive Outside Market 436 (2) Transfer Pricing with a Noncompetitive Outside Market 438 (1) A Numerical Example 439 (2) Exercises 441 (2) Monopolistic Competition and Oligopoly 443 (36) Monopolistic Competition 444 (5) The Makings of Monopolistic Competition 444 (1) Equilibrium in the Short Run and the Long Run 445 (1) Monopolistic Competition and Economic Efficiency 446 (3) Oligopoly 449 (7) Equilibrium in an Oligopolistic Market 449 (1) The Cournot Model 450 (3) The Linear Demand Curve---An Example 453 (2) First Mover Advantage---The Stackelberg Model 455 (1) Price Competition 456 (5) Price Competition with Homogeneous Products--The Bertrand Model 456 (2) Price Competition with Differential Products 458 (3) Competition versus Collusion: The Prisoners' Dilemma 461 (3) Implications of the Prisoners' Dilemma for Oligopolistic Pricing 464 (5) Price Rigidity 465 (1) Price Signaling and Price Leadership 465 (3) The Dominant Firm Model 468 (1) Cartels 469 (6) Analysis of Cartel Pricing 470 (5) Summary 475 (1) Questions for Review 475 (1) Exercises 476 (3) Game Theory and Competitive Strategy 479 (42) Gaming and Strategic Decisions 479 (3) Noncooperative versus Cooperative Games 480 (2) Dominant Strategies 482 (2) The Nash Equilibrium Revisited 484 (6) Maximin Strategies 486 (2) Mixed Strategies 488 (2) Repeated Games 490 (4) Sequential Games 494 (3) The Extensive Form of a Game 495 (1) The Advantage of Moving First 496 (1) Threats, Commitments, and Credibility 497 (6) Empty Threats 498 (1) Commitment and Credibility 498 (2) Bargaining Strategy 500 (3) Entry Deterrence 503 (6) Strategic Trade Policy and International Competition 505 (4) Auctions 509 (8) Auction Formats 510 (1) Valuation and Information 510 (1) Private-Value Auctions 511 (1) Common-Value Auctions 512 (1) Maximizing Auction Revenue 513 (1) Bidding and Colusion 514 (3) Summary 517 (1) Questions for Review 517 (1) Exercises 518 (3) Markets for Factor Inputs 521 (30) Competitive Factor Markets 521 (13) Demand for a Factor Input When Only One Input Is Variable 522 (2) Demand for a Factor Input When Several Inputs Are Variable 524 (2) The Market Demand Curve 526 (3) The Supply of Inputs to a Firm 529 (2) The Market Supply of Inputs 531 (3) Equilibrium in a Competitive Factor Market 534 (5) Economic Rent 535 (4) Factor Markets with Monopsony Power 539 (4) Monopsony Power: Marginal and Average Expenditure 539 (1) Purchasing Decisions with Monopsony Power 540 (1) Bargaining Power 541 (2) Factor Markets with Monopoly Power 543 (6) Monopoly Power over the Wage Rate 544 (1) Unionized and Nonunionized Workers 545 (4) Summary 549 (1) Questions for Review 549 (1) Exercises 550 (1) Investment, Time, and Capital Markets 551 (32) Stocks versus Flows 552 (1) Present Discounted Value 553 (3) Valuing Payment Streams 553 (3) The Value of a Bond 556 (4) Perpetuities 556 (1) The Effective Yield on a Bond 557 (3) The Net Present Value Criterion for Capital Investment Decisions 560 (4) The Electric Motor Factory 561 (1) Real versus Nominal Discount Rates 562 (1) Negative Future Cash Flows 563 (1) Adjustments for Risk 564 (4) Diversifiable versus Nondiversifiable Risk 564 (1) The Capital Asset Pricing Model 565 (3) Investment Decisions by Consumers 568 (2) Investments in Human Capital 570 (3) Intertemporal Production Decisions---Depletable Resources 573 (4) The Production Decision of an Individual Resource Producer 574 (1) The Behavior of Market Price 574 (1) User Cost 575 (1) Resource Production by a Monopolist 576 (1) How Are Interest Rates Determined? ...”

Netware to Windows NT complete / 由 Villeneuve Arnold

书本目录: “...363 (1) Required NetWare NLMs 364 (1) Samba on NetWare Prerequisites 364 (1) Detailed Installation Instructions for Downloading Samba 365 (2) Step 1: Download All the Required Files 365 (1) Step 2: Download Samba Files for Installation in sys:system 365 (1) Step 3: Download Samba Files for Installation in sys:samba 365 (1) Step 4: Place the SMB.CFG File in the sys:samba Directory 366 (1) Step 5: Tweak the sys:etc\hosts File 366 (1) Step 6: Tweak the sys:etc\services File 366 (1) Step 7: Create a sys:samba Directory 366 (1) Step 8: Create a sys:samba Directory 366 (1) Step 9: Create Empty Samba Log Files 367 (1) Step 10: Tweak the sys:samba\Imhosts File 367 (1) Starting Samba 367 (1) Step 1: Create Directory Map Objects in the NDS 368 (1) Step 2: Create Print Queue Aliases in the NDS 368 (1) Step 3: Configure smb.cfg 368 (1) Undocumented Parameters 368 (3) On the Server Console 369 (2) Chapter 6 Directory Services Manager for NetWare 371 (22) Chapter Objectives 372 (1) Managing NetWare Servers as Part of a Windows NT Domain 372 (1) Windows NT Directory Services Manager 373 (1) Benefits of Directory Services Manager for NetWare 374 (1) Directory Services Manager for NetWare Installation and Management 375 (13) Synchronizing Changes to the Windows NT Domain with NetWare Servers 380 (1) Rules for Managing NetWare Accounts Using Directory Services for NetWare 381 (4) Troubleshooting Directory Services Manager for NetWare 385 (3) Integrating Windows NT Servers with Novell Directory Services 388 (5) Chapter 7 Migration 393 (92) Chapter Objectives 394 (1) Determining the Scope of the Migration Project 394 (1) Stages of a Server Migration 395 (5) 1. ...”