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International law and the use of force : cases and materials 由 O'Connell, Mary Ellen

书本目录: “...Joyner Treaty Establishing the Organization of Eastern Caribbean States 406 (1) The Situation in Grenada 406 (1) Humanitarian Crises 407 (1) The ECOWAS' Operations in Liberia and Sierra Leona: Amnesty for Past Unlawful Acts or Progress towards Future Rules? 408 (5) Marco Gestri Security Council Backs Nigerian-Led Force in Liberia 413 (3) Legality of Use of Force 416 (13) Notes, Questions, and Problems 429 (4) The Basic Law and Institutions on Application of Force 433 (77) Post-War Developments 435 (5) Geneva 436 (1) Frits Kalshoven The chaotic Status of the Laws of War and the Urgent Necessity for Their Revision 437 (3) Josef Kunz The Conventions 440 (59) The 1949 Geneva Conventions 440 (1) Geneva Convention Relative to the Treatment of Prisoners of War of August 12, 1949 441 (5) Geneva Convention Relative to the Protection of Civilian Persons in Time of War of August 12, 1949 446 (5) The 1954 Hague Convention 451 (1) 1954 Convention for the Protection of Cultural Property in the Event of an Armed Conflict 451 (1) The 1977 Additional Protocols 452 (1) 1977 Geneva Protcol I Additional to the Geneva Conventions of 12 August 1949, and Relating to the Protection of Victims of International Armed Conflicts 453 (9) Protocol Additional to the Geneva Conventions of 12 August 1949,, and Relating to the Protection of Victims of Non-International Armed Conflicts (Protocol II) 462 (3) Letter of Transmittal form Ronald Reagan, President of the United States of America to the United States Senate 465 (2) An Appeal for Ratification by the United States 467 (6) Hans-Peter Gasser The 1998 Rome Statute of the International Criminal Court 473 (1) The Evolution of the ICC: From the Hague to Rome and Back Again 474 (5) Leila Nadya Sadat 1998 Rome Statute of the International Court 479 (5) International Criminal Court (``ICC'') 484 (2) Knut Dormann Louis Maresca Customary IHL 486 (1) Study on Customary International Law: A Contribution to the Understanding and Respect for the Rule of Law in Armed Conflict 486 (13) Jean-Marie Henckaerts The International Commitee of the Red Cross 499 (4) Constraints on the Waging of War 501 (2) Fritz Kalshoven Statutes of the International Red Cross and Red Crescent Movements 503 (1) Notes, Questions, and Problems 503 (7) Civilians 510 (85) Civilian Status and Protections in Hostilities 511 (43) Prosecutor v. ...”

The constitutional law digest

书本目录: “...Introduction v Table of Cases xix Subject Index xxxiii Akhuya v Republic 1 Ami v Safari 5 Attorney-General v Rwanyarare and others 9 Attorney-General v Shekimweri 17 British American Tobacco Ltd v Environmental Action Network Ltd 25 Director of Pensions v Cockar 33 Gachiengo v Republic 44 Greenwatch v Attorney-General and another 54 Juma and others v Attorney-General 61 Karugaba v Attorney-General 69 Kombo v Attorney-General 77 Kyamanywa v Uganda 83 Wine v Republic 92 Michuki and another v Attorney-General 101 Microsoft Corporation v Mitsumi Computer Garage Ltd 108 Mukungu v Republic 114 Mwaniki v Republic 119 Nakachwa v Attorney-General and others 123 Narok County Council v TransMara County Council 128 Ndyanabo v Attorney-General 136 Njoya and others v Attorney-General and others 148 Nyachuma v Republic 163 Olum and another v Attorney-General (1) 166 Oluma and another v Attorney-General (2) 180 Osotraco Ltd v Attorney-General 184 Republic v Gachoka and another 190 Republic v Maitha and another ex parte Waudi 196 Royal Media v Commissioner of Customs and Excise 200 Royal Media v Telkom Kenya 205 Ruturi and Kenya Bankers Association v Minister for Finance 217 Rwanyarare and others v Attorney-General 224 Salim v Federal Bureau of Investigations 229 Serugo v Kampala City Council 234 SMZ v Ali 240 Ssemwogerere and others v Attorney-General (3) 247 Suba v Egerton University 263 Uganda Law Society and another v Attorney-General (2) 267...”
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Risk management and financial institutions 由 HULL, J. C. (Author)

书本目录: “...Business Snapshots xxiii Preface xxv Chapter 1 Introduction: Risk-Return Trade-offs 1 Part 1: Financial Institutions 23 Chapter 2 Banks 25 Chapter 3 Insurance Companies and Pension Plans 47 Chapter 4 Fund Managers 75 Part 2: Financial Markets 97 Chapter 5 Financial Instruments 99 Chapter 6 The OTC Derivatives Market 129 Chapter 7 Securitization and the Global Financial Crisis 145 Chapter 8 Volatility 163 Chapter 9 Correlations and Copulas 193 Chapter 10 Valuation and Scenario Analysis 217 Part 3: Market Risk 231 Chapter 11 Value at Risk and Expected Shortfall 233 Chapter 12 Historical Simulation and Extreme Value Theory 257 Chapter 13 Model-Building Approach 279 Chapter 14 Interest Rate Risk 293 Chapter 15 Derivatives Risk 319 Chapter 16 Scenario Analysis and Stress Testing 347 Part 4: Credit Risk 365 Chapter 17 Estimating Default Probabilities 367 Chapter 18 xVAs 393 Chapter 19 Credit Value at Risk 413 Part 5: Other Risks 429 Chapter 20 Operational Risk 431 Chapter 21 Liquidity Risk 449 Chapter 22 Model Risk Management 477 Chapter 23 Climate Risk, ESG, and Sustainability 497 Chapter 24 Enterprise Risk Management 513 Part 6: Regulation 531 Chapter 25 Basel I, Basel II, and Solvency II 533 Chapter 26 Basel II.5, Basel III, and Other Post-Crisis Changes 563 Chapter 27 Fundamental Review of the Trading Book 585 Chapter 28 Economic Capital and RAROC 599 Part 7: Other Topics 617 Chapter 29 Financial Innovation 619 Chapter 30 Risk Management Mistakes to Avoid 641 Part 8: Appendices 653 Appendix A Compounding Frequencies for Interest Rates 655 Appendix B Zero Rates, Forward Rates, and Zero-Coupon Yield Curves 659 Appendix C Valuing Forward and Futures Contracts 663 Appendix D Valuing Swaps 665 Appendix E Valuing European Options 669 Appendix F Valuing American Options 673 Appendix G Taylor Series Expansions 677 Appendix H Eigenvectors and Eigenvalues 681 Appendix I Principal Components Analysis 685 Appendix J Manipulation of Credit Transition Matrices 687 Appendix K Valuation of Credit Default Swaps 689 Appendix L Synthetic CDOs and Their Valuation 693 Appendix M SIMM 697 Answers to Questions and Problems 701 Glossary 743 RMFI Software 771 Table for N(x) When x ≥ 0 775 Table for N(x) When x ≤ 0 777 Index 779...”

Public administration in theory and practice / 由 Cox, Raymond W.

书本目录: “...Preface vii Acknowledgments ix PART I Normative Foundations 1 (62) Introduction 1 (4) Chapter 1 History of Public Administration as an Academic Discipline 5 (16) The Early Years 6 (1) Administration as Science 7 (2) The First New Public Administration 9 (3) Generic Management 12 (1) The Second New Public Administration 12 (1) Retrenchment and Critique 13 (4) The State of the Discipline 17 (2) Conclusion 19 (1) References 20 (1) Chapter 2 Ethics in Public Administration 21 (23) Administrative Theory and Ethics 21 (3) Types of Public Morality 24 (3) Constitutional Values 27 (4) Discretionary Judgment 31 (3) On a Practical Note: Enforcement . of Ethics Rules 34 (5) Ethics and Public Policy 39 (2) Conclusion 41 (1) References 41 (3) Chapter 3 Normative Foundations of Public Administration 44 (19) Normative Foundations of Public Administration 44 (1) Ancient History 45 (1) Bureaucracy in the Founding Period 46 (1) Informal Constitutional Amendment 47 (2) Legitimating Administration 49 (2) Administrative Responsibility 51 (5) On a Practical Note: The Profession of Public Management 56 (5) Conclusion 61 (1) References 61 (2) PART II The Management Subprocesses of Public Administration 63 (79) Chapter 4 A Conceptual History of the Budget Process 65 (24) Budgeting as a Management Subprocess 65 (1) Budgeting in Historic Perspective 66 (2) Macro-Budget: Perspectives 68 (6) Micro-Budget Perspectives 74 (4) The Fiscal Crisis of 2009-2010 78 (9) Conclusion 87 (1) References 87 (2) Chapter 5 A Conceptual. ...”

Ecology: principles and applications, 由 Chapman, J. L. (Jenny Louise), 1955 -

书本目录: “...118 1010 Community structure of fish on coral reefs 119 Trophic levels 120 113 Decomposers 122 114 Herbivores and carnivores 125 128 Pyramids of energy 144 Nutrient cycling and pollution 147 132 The carbon cycle 148 133 The greenhouse effect 149 134 The nitrogen cycle 152 135 The phosphorus cycle 155 137 The importance of nutrient availability 156 138 Pollution 158 Communities 168 143 Global distribution of terrestrial communities 178 144 Patterns of diversity 181 Ecosystems 187 153 Wetland and aquatic ecosystems 196 154 Interrelationships of ecosystems 204 Succession 206 162 The causes of change 207 163 Examples of primary seres 208 164 Patterns of succession 211 165 Human influence on succession 215 Biomes 217 173 Wetland and freshwater biomes 227 174 Coastal and marine biomes 228 Biogeography 235 182 The historic effects of plate tectonics 236 183 Island biogeography 241 Coevolution 252 192 Pair wise coevolution 253 193 Diffuse coevolution 256 194 Insect pollination 258 195 Introduced species 263 Conservation principles 268 203 The philosophical basis for conservation 269 204 Conservation of species 273 205 Conservation of ecosystems 279 206 Conservation of the biosphere 283 Conservation in practice 284 213 Conservation of ecosystems 290 214 Conservation of the biosphere 296 215 What can individuals do? ...”

Applied economics

书本目录: “...154 (9) The impact of multinationals on the UK economy 163 (9) Conclusion 172 (1) Key points 173 (1) References and further reading 174 (1) 8 Privatization and deregulation 175 (22) Synopsis 175 (1) Nature and importance 176 (1) Reasons for nationalization 176 (3) Privatization 179 (11) Regulation and deregulation 190 (3) Conclusion 193 (1) Key points 194 (1) Note 195 (1) References and further reading 195 (2) 9 Pricing in practice 197 (20) Synopsis 197 (1) Pricing in theory 198 (2) Pricing in practice 200 (12) Conclusion 212 (1) Key points 212 (1) Note 213 (1) References and further reading 213 (4) PART II: Environmental, regional and social economics 10 Economics of the environment 217 (30) Synopsis 217 (1) Role of the environment 218 (2) Sustainable growth 220 (2) Sustainable economic welfare 222 (2) Global environmental changes 224 (2) Cost-benefit analysis and the environment 226 (3) Market-based and non-market-based incentives 229 (4) Applications of environmental policies 233 (5) Transport and the environment 238 (4) Implementation of policy types 242 (1) Conclusion 243 (1) Key points 243 (1) References and further reading 244 (3) 11 Regional and urban policy 247 (30) Synopsis 247 (1) The regions and their characteristics 248 (1) The regional problem 248 (5) Regional policy in the UK 253 (1) The policy instruments 254 (4) The effectiveness of regional policy 258 (4) The urban problem 262 (3) Urban policy in the UK 265 (5) The effectiveness of urban policy 270 (2) The Regional Development Agencies (RDAs) 272 (2) Conclusion 274 (1) Key points 274 (1) References and further reading 275 (2) 12 Transport 277 (30) Synopsis 277 (1) Characteristics of transport 278 (2) The demand for transport 280 (3) Road transport congestion 283 (11) Government transport policy 294 (9) Conclusion 303 (1) Key points 304 (1) References and further reading 304 (3) 13 Social policy 307 (28) Synopsis 307 (1) The Welfare State 308 (3) Quasi-markets in welfare provision 311 (2) Health care 313 (11) Education and training 324 (4) Housing 328 (4) Conclusion 332 (1) Key points 333 (1) Note 333 (1) References and further reading 333 (2) 14 Distribution of income and wealth 335 (22) Synopsis 335 (1) Distribution and justice 336 (1) Issues in distribution 336 (1) Income distribution between people 337 (5) Income distribution between factors of production 342 (2) The earnings distribution 344 (5) Distribution of wealth 349 (2) Poverty 351 (3) Conclusion 354 (1) Key points 354 (1) References and further reading 355 (2) 15 Trade unions, wages and collective bargaining 357 (34) Synopsis 357 (1) Types of trade union 358 (3) Trade unions and change 361 (4) The employers 365 (3) The government 368 (5) The structure of collective bargaining 373 (3) Wage determination and collective bargaining 376 (6) The effects of collective bargaining 382 (2) Conclusion 384 (1) Key points 385 (1) Notes 386 (1) References and further reading 386 (5) PART III: Macroeconomics 16 Consumption and saving 391 (22) Synopsis 391 (1) Consumption 392 (1) The Keynesian consumption function 392 (5) Post-Keynesian theories of the consumption function 397 (6) The savings ratio 403 (6) Conclusion 409 (1) Key points 410 (1) Notes 410 (1) References and further reading 411 (2) 17 Investment 413 (18) Synopsis 413 (1) Nature of investment 414 (1) Gross Domestic Fixed Capital Formation 415 (10) The importance of investment 425 (3) Conclusion 428 (1) Key points 428 (1) References and further reading 429 (2) 18 Public expenditure 431 (20) Synopsis 431 (1) Trends in UK public spending 432 (1) Total managed expenditure (TME) 433 (1) Components of UK public spending 434 (3) The size of public expenditure 437 (1) Explanations of the growth in public expenditure 438 (2) International comparisons of public expenditure 440 (1) Should public expenditure be restricted? ...”

Human behavior in the social environment / 由 Rogers, Anissa

书本目录: “...Theory: The Foundation of Social Work 1 (18) Defining Human Behavior in the Social Environment 2 (12) Knowledge, Theories, and Social Work 3 (1) Use of Theories and Empirical Knowledge in Social Work 4 (1) The Debate over Theory in Social Work 5 (3) What It Means to Be Eclectic 8 (1) The Single Theory Argument 9 (1) The Argument for Eclecticism 10 (1) Evaluating the Quality of Knowledge and Theory 11 (3) Relating Knowledge of Human Behavior to Other Social Work Content Areas 14 (1) Using This Book to Think about Human Development and Social Work Practice 15 (1) Conclusion 16 (1) Main Points 17 (1) Exercises: Practicing Social Work 17 (1) Exercises: The Social Work Library 18 (1) Lenses for Conceptualizing Problems and Interventions: The Person in the Environment 19 (30) Micro, Mezzo, and Macro Levels of Conceptualization 20 (6) Applying the Micro, Mezzo, and Macro Levels of Conceptualization 21 (4) Critiquing the Micro, Mezzo, and Macro Levels of Conceptualization 25 (1) The Biopsychosocial Approach 26 (3) Applying the Biopsychosocial Approach 27 (1) Critiquing the Biopsychosocial Approach 28 (1) Systems Theory 29 (6) Applying Systems Theory 32 (1) Family Subsystems and Boundaries 32 (1) Roles and Homeostasis 33 (1) Input and Output 33 (1) Entropy 34 (1) Critiquing Systems Theory 34 (1) Ecological Theory 35 (7) Applying Ecological Theory 39 (1) Critiquing Ecological Theory 40 (1) Combining Ecological and Systems Theories: An Ecosystems Approach 41 (1) The Strengths Perspective 42 (4) Applying the Strengths Perspective 44 (1) Critiquing the Strengths Perspective 45 (1) Conclusion 46 (1) Main Points 46 (1) Exercises: Practicing Social Work 47 (1) Exercises: The Social Work Library 48 (1) Lenses for Conceptualizing Problems and Interventions: Biopsychosocial Dimensions 49 (31) The Disease Model 50 (6) The Medical Model 50 (1) Applying the Medical Model 51 (4) Critiquing the Medical Model 55 (1) Theories of Cognitive Development 56 (4) Piaget's Theory of Cognitive Development 56 (2) Applying Piaget's Theory 58 (1) Critiquing Piaget's Theory 59 (1) Psychodynamic Theories 60 (9) Freud's Theory of Psychosexual Development 60 (3) Applying Freudian Theory 63 (1) Critiquing Freudian Theory 64 (1) Erikson's Theory of Psychosocial Development 65 (2) Applying Erikson's Theory 67 (1) Critiquing Erikson's Theory 68 (1) Behavioral and Learning Theories 69 (5) Classical Conditioning 69 (1) Operant Conditioning 70 (1) Social Learning Theory 71 (1) Applying Learning Theory 72 (1) Critiquing Learning Theory 73 (1) Humanistic and Existential Perspectives 74 (3) Person-Centered Therapy and Transactional Analysis 75 (1) Applying and Critiquing Humanistic and Existential Perspectives 76 (1) Conclusion 77 (1) Main Points 77 (1) Exercises: Practicing Social Work 78 (1) Exercises: The Social Work Library 79 (1) Lenses for Conceptualizing Problems and Interventions: Sociocultural Dimensions 80 (29) Sociological Theories 81 (17) Conflict Theory 81 (1) Marx and Conflict Theory 81 (3) Conflict Theories since Marx 84 (1) Applying Conflict Theory 85 (1) The Family 86 (1) Health Care 86 (1) Conflict Theory and Social Work 87 (1) Aisha's Case Revisited 88 (1) Critiquing Conflict Theory 89 (1) Functionalist Theory 90 (1) Manifest Functions, Latent Functions, and Dysfunctions 90 (1) Functionalist Theorists: Durkheim and Parsons 91 (1) Applying Functionalist Theory 91 (1) Education and Language 91 (1) Functionalist Theory and Social Work 92 (1) Aisha's Case Revisited 92 (1) Critiquing Functionalist Theory 93 (1) Symbolic Interaction Theory and Social Constructionism 94 (2) George Herbert Mead 96 (1) Erving Goffman 96 (1) Applying Symbolic Interaction Theory 97 (1) Body Piercing 97 (1) Aisha's Case Revisited 97 (1) Critiquing Symbolic Interaction Theory 97 (1) Feminist Theory 98 (4) Branches of Feminist Theory 99 (2) Applying and Critiquing Feminist Theory 101 (1) Cultural Perspectives 102 (5) Defining Culture 103 (1) Cultural Perspectives and Social Work 104 (1) Applying and Critiquing Cultural Perspectives 105 (2) Conclusion 107 (1) Main Points 107 (1) Exercises: Practicing Social Work 108 (1) Exercises: The Social Work Library 108 (1) Lenses for Conceptualizing Problems and Interventions: Social Change Dimensions 109 (26) Theories of Racism, Discrimination, and Oppression 110 (10) Racism 111 (4) Discrimination and Prejudice 115 (1) Theories of Prejudice 116 (1) Prejudice and Social Work 117 (1) Oppression 118 (1) Applying Theories of Racism, Discrimination, and Oppression 118 (1) Critiquing Theories of Racism, Discrimination, and Oppression 119 (1) Social and Economic Justice Perspectives 120 (3) Applying Social and Economic Justice Perspectives 122 (1) Critiquing Social and Economic Justice Perspectives 123 (1) Social Change and Social Action Perspectives 123 (4) Contemporary Social Action Perspectives 125 (1) Applying Social Change and Social Action Perspectives 126 (1) Critiquing Social Change and Social Action Perspectives 127 (1) Community Organization Theory 127 (5) How Social Work Defines and Perceives Community 128 (1) Community and Social Work Practice 129 (2) Applying and Critiquing Community Organization Theory 131 (1) Conclusion 132 (1) Main Points 133 (1) Exercises: Practicing Social Work 134 (1) Exercises: The Social Work Library 134 (1) Pre-Pregnancy and Prenatal Issues 135 (30) Developmental Milestones in the Fetus 136 (4) Growth Processes from Conception through Birth 136 (2) Low Birth Weight 138 (2) Pregnancy, Birth, and the Individual 140 (8) Planned and Unplanned Pregnancy 140 (1) Pregnancy in Later Life 141 (1) Fertility Issues 142 (1) Parents' Biological, Psychological, and Emotional Health 142 (1) Hazards to Fetal Development 143 (1) Birth Defects 144 (1) Alcohol and Drugs 145 (1) Rh Incompatibility 146 (1) Environmental Toxins 146 (1) Paternal Age 146 (1) Maternal Diseases 146 (1) Genetic Disorders 147 (1) Pregnancy, Birth, and the Family and Immediate Environment 148 (8) Access to Health Care 149 (1) The Relationship between the Birth Mother and Her Care Providers 150 (1) Control over the Childbirth Environment 150 (1) Episiotomies 151 (1) C-Sections 151 (1) Breastfeeding 152 (1) Doulas and Midwives 152 (1) Birthing Classes 153 (1) Adoption 153 (2) Workplace Policies 155 (1) Pregnancy, Birth, and the Larger Social Environment 156 (6) Effects of Poverty on Pregnancy and Birth 156 (1) Maslow's Hierarchy of Needs Model 156 (2) Poverty, Pregnancy, and the Hierarchy of Needs 158 (1) Social Policies Related to Pregnancy and Birth 159 (1) Medical Leave Laws 159 (1) International Family Planning 159 (2) Environmental Issues Related to Pregnancy and Birth 161 (1) Conclusion 162 (1) Main Points 162 (1) Exercises: Practicing Social Work 163 (1) Exercises: The Social Work Library 164 (1) Development in Infancy and Early Childhood 165 (29) Developmental Milestones in Infants and Young Children 165 (7) Language Acquisition 166 (1) Biological vs. ...”

Human behavior in the social environment / 由 Rogers, Anissa

书本目录: “...Theory: The Foundation of Social Work 1 (18) Defining Human Behavior in the Social Environment 2 (12) Knowledge, Theories, and Social Work 3 (1) Use of Theories and Empirical Knowledge in Social Work 4 (1) The Debate over Theory in Social Work 5 (3) What It Means to Be Eclectic 8 (1) The Single Theory Argument 9 (1) The Argument for Eclecticism 10 (1) Evaluating the Quality of Knowledge and Theory 11 (3) Relating Knowledge of Human Behavior to Other Social Work Content Areas 14 (1) Using This Book to Think about Human Development and Social Work Practice 15 (1) Conclusion 16 (1) Main Points 17 (1) Exercises: Practicing Social Work 17 (1) Exercises: The Social Work Library 18 (1) Lenses for Conceptualizing Problems and Interventions: The Person in the Environment 19 (30) Micro, Mezzo, and Macro Levels of Conceptualization 20 (6) Applying the Micro, Mezzo, and Macro Levels of Conceptualization 21 (4) Critiquing the Micro, Mezzo, and Macro Levels of Conceptualization 25 (1) The Biopsychosocial Approach 26 (3) Applying the Biopsychosocial Approach 27 (1) Critiquing the Biopsychosocial Approach 28 (1) Systems Theory 29 (6) Applying Systems Theory 32 (1) Family Subsystems and Boundaries 32 (1) Roles and Homeostasis 33 (1) Input and Output 33 (1) Entropy 34 (1) Critiquing Systems Theory 34 (1) Ecological Theory 35 (7) Applying Ecological Theory 39 (1) Critiquing Ecological Theory 40 (1) Combining Ecological and Systems Theories: An Ecosystems Approach 41 (1) The Strengths Perspective 42 (4) Applying the Strengths Perspective 44 (1) Critiquing the Strengths Perspective 45 (1) Conclusion 46 (1) Main Points 46 (1) Exercises: Practicing Social Work 47 (1) Exercises: The Social Work Library 48 (1) Lenses for Conceptualizing Problems and Interventions: Biopsychosocial Dimensions 49 (31) The Disease Model 50 (6) The Medical Model 50 (1) Applying the Medical Model 51 (4) Critiquing the Medical Model 55 (1) Theories of Cognitive Development 56 (4) Piaget's Theory of Cognitive Development 56 (2) Applying Piaget's Theory 58 (1) Critiquing Piaget's Theory 59 (1) Psychodynamic Theories 60 (9) Freud's Theory of Psychosexual Development 60 (3) Applying Freudian Theory 63 (1) Critiquing Freudian Theory 64 (1) Erikson's Theory of Psychosocial Development 65 (2) Applying Erikson's Theory 67 (1) Critiquing Erikson's Theory 68 (1) Behavioral and Learning Theories 69 (5) Classical Conditioning 69 (1) Operant Conditioning 70 (1) Social Learning Theory 71 (1) Applying Learning Theory 72 (1) Critiquing Learning Theory 73 (1) Humanistic and Existential Perspectives 74 (3) Person-Centered Therapy and Transactional Analysis 75 (1) Applying and Critiquing Humanistic and Existential Perspectives 76 (1) Conclusion 77 (1) Main Points 77 (1) Exercises: Practicing Social Work 78 (1) Exercises: The Social Work Library 79 (1) Lenses for Conceptualizing Problems and Interventions: Sociocultural Dimensions 80 (29) Sociological Theories 81 (17) Conflict Theory 81 (1) Marx and Conflict Theory 81 (3) Conflict Theories since Marx 84 (1) Applying Conflict Theory 85 (1) The Family 86 (1) Health Care 86 (1) Conflict Theory and Social Work 87 (1) Aisha's Case Revisited 88 (1) Critiquing Conflict Theory 89 (1) Functionalist Theory 90 (1) Manifest Functions, Latent Functions, and Dysfunctions 90 (1) Functionalist Theorists: Durkheim and Parsons 91 (1) Applying Functionalist Theory 91 (1) Education and Language 91 (1) Functionalist Theory and Social Work 92 (1) Aisha's Case Revisited 92 (1) Critiquing Functionalist Theory 93 (1) Symbolic Interaction Theory and Social Constructionism 94 (2) George Herbert Mead 96 (1) Erving Goffman 96 (1) Applying Symbolic Interaction Theory 97 (1) Body Piercing 97 (1) Aisha's Case Revisited 97 (1) Critiquing Symbolic Interaction Theory 97 (1) Feminist Theory 98 (4) Branches of Feminist Theory 99 (2) Applying and Critiquing Feminist Theory 101 (1) Cultural Perspectives 102 (5) Defining Culture 103 (1) Cultural Perspectives and Social Work 104 (1) Applying and Critiquing Cultural Perspectives 105 (2) Conclusion 107 (1) Main Points 107 (1) Exercises: Practicing Social Work 108 (1) Exercises: The Social Work Library 108 (1) Lenses for Conceptualizing Problems and Interventions: Social Change Dimensions 109 (26) Theories of Racism, Discrimination, and Oppression 110 (10) Racism 111 (4) Discrimination and Prejudice 115 (1) Theories of Prejudice 116 (1) Prejudice and Social Work 117 (1) Oppression 118 (1) Applying Theories of Racism, Discrimination, and Oppression 118 (1) Critiquing Theories of Racism, Discrimination, and Oppression 119 (1) Social and Economic Justice Perspectives 120 (3) Applying Social and Economic Justice Perspectives 122 (1) Critiquing Social and Economic Justice Perspectives 123 (1) Social Change and Social Action Perspectives 123 (4) Contemporary Social Action Perspectives 125 (1) Applying Social Change and Social Action Perspectives 126 (1) Critiquing Social Change and Social Action Perspectives 127 (1) Community Organization Theory 127 (5) How Social Work Defines and Perceives Community 128 (1) Community and Social Work Practice 129 (2) Applying and Critiquing Community Organization Theory 131 (1) Conclusion 132 (1) Main Points 133 (1) Exercises: Practicing Social Work 134 (1) Exercises: The Social Work Library 134 (1) Pre-Pregnancy and Prenatal Issues 135 (30) Developmental Milestones in the Fetus 136 (4) Growth Processes from Conception through Birth 136 (2) Low Birth Weight 138 (2) Pregnancy, Birth, and the Individual 140 (8) Planned and Unplanned Pregnancy 140 (1) Pregnancy in Later Life 141 (1) Fertility Issues 142 (1) Parents' Biological, Psychological, and Emotional Health 142 (1) Hazards to Fetal Development 143 (1) Birth Defects 144 (1) Alcohol and Drugs 145 (1) Rh Incompatibility 146 (1) Environmental Toxins 146 (1) Paternal Age 146 (1) Maternal Diseases 146 (1) Genetic Disorders 147 (1) Pregnancy, Birth, and the Family and Immediate Environment 148 (8) Access to Health Care 149 (1) The Relationship between the Birth Mother and Her Care Providers 150 (1) Control over the Childbirth Environment 150 (1) Episiotomies 151 (1) C-Sections 151 (1) Breastfeeding 152 (1) Doulas and Midwives 152 (1) Birthing Classes 153 (1) Adoption 153 (2) Workplace Policies 155 (1) Pregnancy, Birth, and the Larger Social Environment 156 (6) Effects of Poverty on Pregnancy and Birth 156 (1) Maslow's Hierarchy of Needs Model 156 (2) Poverty, Pregnancy, and the Hierarchy of Needs 158 (1) Social Policies Related to Pregnancy and Birth 159 (1) Medical Leave Laws 159 (1) International Family Planning 159 (2) Environmental Issues Related to Pregnancy and Birth 161 (1) Conclusion 162 (1) Main Points 162 (1) Exercises: Practicing Social Work 163 (1) Exercises: The Social Work Library 164 (1) Development in Infancy and Early Childhood 165 (29) Developmental Milestones in Infants and Young Children 165 (7) Language Acquisition 166 (1) Biological vs. ...”

LINUX : the textbook / 由 Sarwar, Syed Mansoor

书本目录: “...44 (1) Various Ways to Change Your Shell 45 (3) Shell Start-up Files and Environment Variables 48 (1) Some Useful General-Purpose Commands 49 (7) Creating and Displaying Directories 49 (2) Displaying Files 51 (1) Printing Files 51 (1) Displaying a Calendar 51 (1) One-Way Real-Time Messaging 52 (1) Notification of and Permission for Electronic Communication 52 (1) Creating Pseudonyms for Commands 53 (3) Displaying System Up Time 56 (1) Shell Metacharacters 56 (5) Summary 58 (1) Problems 59 (2) Editing Text Files 61 (46) Introduction 62 (1) How to Do Short and Simple Edits by Using the pico Editor 63 (6) Creating the Text of an E-mail Message with the pico Text Editor 63 (1) How to Start, Save a File, and Exit 64 (2) General Keystroke Commands and Cursor Movement 66 (2) Cutting, Pasting, and Searching 68 (1) Obtaining More Control Using the vi Editor 69 (15) Shell Script File 70 (2) How to Start, Save a File, and Exit 72 (1) The Format of a vi Command and the Modes of Operation 73 (5) Cursor Movement and Editing Commands 78 (2) Yank and Put (Copy and Paste) and Substitute (Search and Replace) 80 (3) Setting the vi Environment 83 (1) Executing Shell Commands from Within vi 84 (1) Getting Maximum Control by Using the emacs Editor 84 (11) DOS Aliases 84 (2) How to Start, Save a File, and Exit 86 (1) Cursor Movement and Editing Commands 87 (1) Keyboard Macros 88 (3) Cut or Copy and Paste and Search and Replace 91 (4) How to do Graphical Editing by Using XEmacs 95 (5) Editing Data Files with XEmacs 95 (2) XEmacs Menus and Buttons 97 (1) How to Start, Save a File, and Exit 98 (2) Command Line Editing 100 (7) Summary 104 (1) Problems 104 (3) Electronic Mail 107 (52) Introduction 108 (3) How to Use the LINUX mail Command Effectively 111 (9) Sending and Reading E-mail with the LINUX mail Command 111 (1) Sending E-mail with the mail Command 112 (3) Reading E-mail with mail 115 (2) Saving Messages in Folders 117 (1) Replying to and Forwarding Messages and Including Attachments 118 (1) mail Aliases 119 (1) elm---A Full-Screen Display E-mail System 120 (11) Sending a Message in elm 121 (1) Sending E-mail with elm 121 (1) Reading E-mail in elm 121 (5) Forwarding and Replying to an E-mail message in elm 126 (3) Saving Messages in Folders 129 (1) elm Aliases 129 (2) pine---Another Full-Screen Display E-mail System Sending an E-mail Message by Using pine with an Attachment Created in vi 131 (3) Sending E-mail with pine 134 (2) Reading E-mail with pine 136 (1) Disposing of E-mail in Folders in pine 137 (2) Using the pine Address Book 139 (4) A Summary of pine Commands 143 (1) Graphical E-mail with Kmail 144 (15) Starting Out with Kmail 145 (2) Reading E-mail in Kmail 147 (3) Sending E-mail in Kmail 150 (2) Simple Filtering of E-mail into Folders 152 (2) Summary 154 (1) Problems 155 (4) Files and File System Structure 159 (38) Introduction 159 (1) The LINUX File Concept 160 (1) Types of Files 160 (3) Simple/Ordinary File 160 (1) Directory 161 (1) Link File 162 (1) Special File (Device) 162 (1) Named Pipe (FIFO) 163 (1) File System Structure 163 (7) File System Organization 163 (1) Home and Present Working Directories 164 (1) Pathnames: Absolute and Relative 164 (1) Some Standard Directories and Files 165 (5) Navigating the File Structure 170 (18) Determining the Absolute Pathname for Your Home Directory 171 (1) Browsing the File System 172 (4) Creating Files 176 (1) Creating and Removing Directories 176 (2) Manipulating the Directory Stack 178 (5) Determining File Attributes 183 (4) Determining the Type of a File's Contents 187 (1) File Representation and Storage in LINUX 188 (3) Standard Files and File Descriptors 191 (1) End of File (eof) Marker 192 (5) Summary 193 (1) Problems 194 (3) File Security 197 (22) Introduction 198 (1) Password-Based Protection 198 (1) Encryption-Based Protection 198 (2) Protection-Based on Access Permission 200 (1) Types of Users 200 (1) Types of File Operations/Access Permissions 200 (1) Determining and Changing File Access Privileges 201 (10) Determining File Access Privileges 202 (2) Changing File Access Privilages 204 (5) Default File Access Privileges 209 (2) Special Access Bits 211 (5) The Set-User-ID (SUID) Bit 211 (2) The Set-Group-ID (SGID) Bit 213 (1) The Sticky Bit 214 (2) File Permissions and Types 216 (3) Summary 216 (1) Problems 217 (2) Basic File Processing 219 (40) Introduction 220 (1) Viewing Contents of Text Files 220 (11) Viewing Complete Files 220 (3) Viewing Files One Page at a Time 223 (4) Viewing the Head or Tail of a File 227 (4) Copying, Moving, and Removing Files 231 (9) Copying Files 231 (3) Moving Files 234 (2) Removing/Deleting Files 236 (2) Determining File Size 238 (2) Appending to Files 240 (2) Combining Files 242 (2) Comparing Files 244 (5) Removing Repeated Lines 249 (2) Printing Files and Controlling Print Jobs 251 (8) LINUX Mechanism for Printing Files 251 (1) Printing Files 252 (2) Finding the Status of a Print Request 254 (1) Canceling Print Jobs 254 (2) Summary 256 (1) Problems 257 (2) Advanced File Processing 259 (42) Introduction 260 (1) Regular Expressions 260 (2) Compressing Files 262 (6) The gzip Command 263 (1) The gunzip Command 264 (1) The gzexe Command 265 (1) The zcat Command 266 (1) The zforce Command 267 (1) Sorting Files 268 (3) Searching for Commands and Files 271 (4) The find Command 272 (2) The where is Command 274 (1) The which Command 275 (1) Searching Files 275 (6) Cutting and Pasting 281 (5) Encoding and Decoding 286 (2) Command History 288 (13) Summary 297 (1) Problems 298 (3) File Sharing 301 (24) Introduction 302 (1) Duplicate Shared Files 302 (1) Common Login for Members of a Team 302 (1) Setting Appropriate Access Permissions on Shared Files 303 (1) Common Group for Members of a Team 303 (1) File Sharing via Links 303 (18) Hard Links 304 (8) Drawbacks of Hard Links 312 (2) Soft/Symbolic Links 314 (5) Types of Symbolic Links 319 (1) Pros and Cons of Symbolic Links 319 (2) Searching for Symbolic Links 321 (4) Summary 322 (1) Problems 323 (2) Redirection and Piping 325 (30) Introduction 326 (1) Standard Files 326 (1) Input Redirection 326 (2) Output Redirection 328 (2) Combining Input and Output Redirection 330 (1) I/O Redirection with File Descriptors 331 (1) Redirecting Standard Error 332 (1) Redirecting stdout and stderr in One Command 333 (2) Redirecting stdin, stdout, and stderr in One Command 335 (2) Redirecting Without Overwriting File Contents (Appending) 337 (2) LINUX pipes 339 (4) Redirection and Piping Combined 343 (2) Error Redirection in the TC Shell 345 (4) Recap of I/O and Error Redirection 349 (6) Summary 351 (1) Problems 352 (3) Processes 355 (46) Introduction 356 (1) Running Multiple Processes Simultaneously 356 (1) LINUX Process States 357 (1) Execution of Shell Commands 357 (5) Process Attributes 362 (11) Process and Job Control 373 (20) Foreground and Background Processes and Related Commands 373 (8) LINUX Daemons 381 (1) Sequential and Parallel Execution of Commands 382 (5) Abnormal Termination of Commands and Processes 387 (5) Conditional Command Execution 392 (1) Process Hierarchy in LINUX 393 (8) Summary 397 (1) Problems 398 (3) Networks and Internetworking 401 (48) Introduction 402 (1) Computer Networks and Internetworks 402 (1) The Reasons for Computer Networks and Internetworks 403 (1) Network Models 404 (2) The TCP/IP Protocol Suite 406 (8) TCP and UDP 406 (1) Routing of Application Data---The Internet Protocol (IP) 407 (2) Ipv4 Addresses in Dotted Decimal Notation 409 (1) Symbolic Names 410 (2) Translating Names to IP Addresses---The Domain Name System 412 (2) Internet Services and Protocols 414 (1) The Client-Server Software Model 415 (1) Application Software 416 (33) Displaying the Host Name 416 (1) Displaying List of Users Using Hosts on a Network 417 (2) Displaying the Status of Hosts on a Network 419 (1) Testing a Network Connection 420 (2) Displaying Information About Users 422 (3) Remote Login 425 (8) Remote Command Execution 433 (3) File Transfer 436 (3) Remote Copy 439 (3) Interactive Chat 442 (1) Tracing the Route from One Site to Another Site 443 (2) Summary 445 (1) Problems 445 (4) Introductory Bash Programming 449 (54) Introduction 450 (1) Running a Bash Script 450 (1) Shell Variables and Related Commands 451 (21) Controlling the Prompt 457 (1) Variable Declaration 457 (3) Reading and Writing Shell Variables 460 (4) Command Substitution 464 (1) Exporting Environment 465 (3) Resetting Variables 468 (1) Creating Read-Only User Defined Variables 469 (1) Reading from Standard Input 470 (2) Passing Arguments to Shell Scripts 472 (5) Comments and Program Headers 477 (1) Program Control Flow Commands 478 (25) The if-then-elif-else-fi Statement 478 (10) The for Statement 488 (2) The while Statement 490 (3) The until Statement 493 (1) The break and continue Commands 494 (1) The case Statement 495 (5) Summary 500 (1) Problems 501 (2) Advanced Bash Programming 503 (44) Introduction 504 (1) Numeric Data Processing 504 (10) Array Processing 514 (5) The Here Document 519 (4) Interrupt (Signal) Processing 523 (4) The exec Command and File I/O 527 (11) Execution of a Command without Creating a New Process 528 (2) File I/O via the exec Command 530 (8) Functions In Bash 538 (9) The Reasons for Functions 538 (1) Function Definition 539 (1) Function Invocation/Call 539 (1) Examples of Functions 539 (3) Debugging Shell Programs 542 (2) Summary 544 (1) Problems 545 (2) Introductory TC Shell Programming 547 (42) Introduction 548 (1) Running a TC Shell Script 548 (1) Shell Variables and Related Commands 549 (14) Reading and Writing Shell Variables 553 (2) Command Substitution 555 (1) Exporting Environment 556 (3) Resetting Variables 559 (1) Creating Read-Only User-Defined Variables 560 (1) Reading from Standard Input 561 (2) Passing Arguments to Shell Scripts 563 (4) Comments and Program Headers 567 (1) Program Control Commands 568 (21) The if-then-else-endif Statement 568 (9) The foreach Statement 577 (2) The while Statement 579 (2) The break, continue and goto Commands 581 (1) The switch Statement 582 (4) Summary 586 (1) Problems 586 (3) Advanced TC Shell Programming 589 (20) Introduction 590 (1) Numeric Data Processing 590 (2) Array Processing 592 (6) The Here Document 598 (2) Interrupt (Signal) Processing 600 (5) Debugging Shell Programs 605 (4) Summary 606 (1) Problems 607 (2) File System Backup 609 (16) Introduction 610 (1) Archiving and Restoring Files Via tar 610 (12) Archiving Files 611 (5) Restoring Archived Files 616 (4) Copying Directory Hierarchies 620 (2) Software Distributions in the tar Format 622 (3) Summary 623 (1) Problems 623 (2) LINUX Tools for Software Development 625 (98) Introduction 626 (1) Computer Programming Languages 626 (2) The Compilation Process 628 (1) The Software Engineering Life Cycle 628 (2) Program Generation Tools 630 (67) Generating C Source Files 631 (1) Indenting C Source Code 631 (3) Compiling C Programs 634 (5) Handling Module-Based C Software 639 (13) Creating, Modifying, and Extracting from Libraries/Archives 652 (8) Version Control 660 (37) Static Analysis Tools 697 (7) Profiling C Source Code 698 (6) Dynamic Analysis Tools 704 (19) Source Code Debugging 704 (13) Run-Time Performance 717 (2) Summary 719 (1) Problems 719 (4) Xfree 86 and the LINUX GUI 723 Introduction 724 The Basics of Xfree86 725 Comparisons and Advantages 725 The Key Components of Interactivity---Events and Requests 727 The Role of a Window Manager in the User Interface and fvwm 729 Customizing Xfree86 and fvwm 734 The GNOME Desktop Manager 742 Logging In and Out and the Appearance of the GNOME Desktop 743 The GNOME Panel 744 Customizing the Panel 747 GnoRPM Installation of New Packages 751 The Sawfish Window Manager 755 The GNOME Control Center 760 File Management with the GNOME File Manager 761 The KDE Desktop Manager 763 Logging In and Out 764 The KDE Panel 766 New Packages Installation 771 The K Window Manager 775 The KDE Control Center 778 File Management with kfm 780 Internet Resources 782 Summary 783 Problems 784 Appendix A: LINUX Installation A-1 Appendix B: Command Dictionary A-13 Glossary G-1 Index l-1...”

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...”