Search Results - employee’s (rotation OR location)

Personnel management : theory and practice by Gerald A. Cole

Table of Contents: “…The scope of personnel management; the personnel function in organizations; personnel policies and strategies; the organizational context; organizations - key issues; organization structures; leadership; groups at work; motivation theory; planning the organization's manpower; manpower planning; job analysis; job evaluation; recruitment; selection; job design; organization development; retirements, redundancies and redeployments; personnel records and administration; conditions of employment; the employment contract; hours of work; payment systems - key issues; wage payments systems; salary systems and employee benefits; health, safety and welfare; employee development; performance appraisal; key theories of learning; systematic training; training needs and training plans; designing training programmes; evaluation of training; management development; employee relations; introduction to employee relations; role of trade unions; formal communication organizations; collective bargaining; disputes and strikes; grievances, discipline and employee participation; employment law and personnel management. …”

Operations management / by Gaither, Norman

Table of Contents: “…PART 1 MANAGING OPERATIONS IN A GLOBAL ENVIRONMENT 2 (60) Introduction to Operations Management 5 (21) Operations Strategies in a Global Economy 26 (34) PART 2 PLANNING THE STRATEGIC USE OF RESOURCES 60 (362) Demand Forecasting 62 (51) Product, Process, and Service Design 113 (50) Facility Capacity, Location, and Layout 163 (66) Operations Technologies 229 (36) Operations Quality Management 265 (32) Strategic Allocation of Resources 297 (36) Service Operations Planning and Scheduling 333 (42) Project Management 375 (47) PART 3 MANAGING OPERATIONS IN THE SUPPLY CHAIN 422 (238) Supply Chain Management and E-Business 424 (38) Just-in-Time and Lean Manufacturing 462 (29) Production Planning 491 (44) Inventory Management 535 (47) Resource Requirements Planning: MRP and CRP 582 (40) Manufacturing Operations Scheduling 622 (38) PART 4 MAINTAINING EFFECTIVE AND EFFICIENT OPERATIONS 660 (135) Quality Control 662 (34) Employee Productivity 696 (45) Maintenance Management 741 (54) Appendices A Normal Probability Distribution 774 (2) B Student's t Probability Distribution 776 (2) C Answers to Odd-Numbered Problems 778 (5) D Glossary 783 (12) Author Index 795 (4) Subject Index 799 (14) Photo Credits 813…”

Services management : an integrated approach

Table of Contents: “…74 (2) The basic building blocks of promotion 76 (7) Designing a marketing communications strategy for services 83 (9) Drawing up a promotion plan 92 (2) Conclusion 94 (1) Review and discussion questions 95 (1) Notes and references 95 (1) Suggested further reading 96 (2) 6 Pricing services 98 (25) Marion Debruyne, Stefan Stremersch Introduction 98 (1) Objectives 98 (23) Developing a framework for pricing decisions 99 (2) Pricing objectives 101 (1) Pricing strategies 102 (13) Pricing structure 115 (3) Pricing levels and tactics 118 (2) Conclusion 120 (1) Review and discussion questions 121 (1) Notes and references 121 (1) Suggested further reading 122 (1) 7 Customer satisfaction and complaint management 123 (32) Gino Van Ossel, Stefan Stremersch, Paul Gemmel Introduction 123 (1) Objectives 123 (29) Service quality and customer satisfaction 124 (1) A service satisfaction framework 125 (1) Measuring customer satisfaction 126 (12) Complaint management 138 (14) Conclusion 152 (1) Review and discussion questions 152 (1) Notes and references 153 (1) Suggested further reading 154 (1) 8 Service guarantees and service-level agreements 155 (24) Gino Van Ossel, Paul Gemmel Introduction 155 (1) Objectives 156 (21) Service guarantees 156 (12) Service-level agreements 168 (4) Internal service guarantees and service-level agreements 172 (5) Conclusion 177 (1) Review and discussion questions 177 (1) Notes and references 177 (1) Suggested further reading 178 (1) Part Three: HUMAN RESOURCES IN SERVICE ORGANIZATIONS 179 (76) 9 The role of human resource practices in service organizations 181 (13) Bart Van Looy, Koen Dewettinck, Dirk Buyens, Tine Vandenbossche Introduction 181 (1) Objectives 182 (10) The nature of services 182 (5) Human resource management for services 187 (5) Conclusion 192 (1) Review and discussion questions 192 (1) Notes and references 192 (1) Suggested further reading 193 (1) 10 Competencies and service organizations 194 (1) Walter Stevens, Dries Faems, Bart Van Looy, Tine Vandenbossche, Dirk Buyens Introduction 194 (1) Objectives 194 (18) Designing competency-based HR practices 195 (9) Competencies for service organizations 204 (8) Conclusion 212 (1) Review and discussion questions 212 (1) Notes and references 213 (1) Suggested further reading 213 (1) 11 Collaboration: integrating work and learning 214 (1) Bart Van Looy Introduction 214 (1) Objectives 215 (12) The benefits of collaboration in the workplace 215 (3) The broader relevance of collaboration to services 218 (1) The role of collaboration in learning 219 (3) Collaboration as the central theme 222 (1) Establishing collaborative relationships 223 (4) Conclusion 227 (1) Review and discussion questions 227 (1) Notes and references 227 (1) Suggested further reading 228 (1) 12 The role of empowerment in service organizations 229 (1) Bart Van Looy, Krist'l Krols, Dirk Buyens, Tine Vandenbossche Introduction 229 (1) Objectives 230 (11) The relevance of empowerment for service environments 231 (1) Empowerment: the employee and the supervisor 232 (5) Empowerment: the organization 237 (3) Conclusion 240 (1) Review and discussion questions 241 (1) Notes and references 241 (1) Suggested further reading 242 (1) 13 Role stress among front-line employees 243 (1) Koen Dewettinck, Dirk Buyens Introduction 243 (1) Objectives 244 (8) Relevance of role stress for the service encounter 244 (1) Role stress defined 245 (2) Handling role stress for front-line employees 247 (5) Conclusion 252 (1) Review and discussion questions 252 (1) Notes and references 253 (1) Suggested further reading 254 (1) Part Four: OPERATIONS MANAGEMENT IN SERVICE ORGANIZATIONS 255 (1) 14 Service process design and management 259 (112) Paul Gemmel Introduction 259 (1) Objectives 260 (14) Process choice 261 (2) Process design 263 (4) Process monitoring 267 (1) Process evaluation 268 (3) Process re-engineering 271 (3) Conclusion 274 (1) Review and discussion questions 274 (1) Notes and references 274 (2) Suggested further reading 276 (1) 15 Capacity management 277 (1) Roland Van Dierdonck Introduction 277 (2) Objectives 279 (35) Capacity and capacity management 279 (6) Capacity planning 285 (6) Scheduling capacity 291 (9) Managing the demand side 300 (7) The psychology and managerial consequences of waiting 307 (7) Conclusion 314 (1) Review and discussion questions 314 (1) Technical note 315 (1) Notes and references 315 (1) Suggested further reading 316 (1) 16 Facilities management 317 (1) Roland Van Dierdonck, Paul Gemmel, Steven Desmet Introduction 317 (1) Objectives 318 (20) The nature of facilities management in services 319 (1) Back office versus front office 320 (2) Location 322 (10) Designing the servicescape 332 (5) Conclusion 337 (1) Review and discussion questions 338 (1) Notes and references 338 (1) Suggested further reading 339 (1) 17 IT developments and their impact on services 340 (1) Tim Duhamel, Bart Van Looy, Wilfried Grommen, Wim Grielens, Niels Schillewaert, Pedro Matth��nssens Introduction 340 (1) Objectives 341 (25) The network era - Where do we stand? …”

Exploring public relations by Tench, Ralph

Table of Contents: “…Guided tour xvi About the authors xviii Foreword xxii Preface xxiii Publisher's acknowledements xxv Part 1 The Context of public relations Public relations orgins: definitions and history 3 (16) Lee Edwards Introduction 4 (1) Public relations difinitions 4 (4) Public opinion: justifying public relations 8 (1) Business, politics and public relations: country case studies 9 (7) Summary 16 (1) Bibliography 17 (2) Management and organisation of public relations 19 (16) Anne Gregory Introduction 20 (1) Importance of Context 20 (1) External environment 20 (4) Internal environment 24 (2) Systems theory 26 (1) Location of public relations in organisations 27 (5) Future of the public relations department 32 (1) Summary 33 (1) Bibliography 33 (2) Role of the public relations practitioner 35 (33) Ralph Tench Meriel D'Artrey Johanna Fawkes Introduction 36 (1) Who are the Public relations practitioners? …”

E-business and e-commerce management : strategy, implementation, and practice by Chaffey, Dave

Table of Contents: “…Internet standards 102 (12) Networking standards 102 (2) The HTTP protocol 104 (1) Uniform resource locators (URLs) 104 (1) Domain names 105 (1) Web presentation and data exchange standards 106 (5) Examples of XML applications 111 (2) Audio and video standards 113 (1) Focus on who controls the Internet 114 (4) Managing e-business infrastructure 118 (9) Managing hardware and systems software infrastructure 118 (1) Internet service providers 119 (5) Managing employee access to the Internet and e-mail 124 (1) Managing e-business applications infrastructure 124 (3) Focus on web services and service-oriented architecture (SOA) 127 (4) Case Study 3.1 New architecture or just new hype? …”

Structured techniques : the basis for CASE / by Martin, James

Table of Contents: “…652 (2) Building Blocks of Information Engineering 654 (7) Computerization of Information Engineering 661 (1) Essential Need for User Participation 661 (2) A House on the Sand 663 (1) Two Images 663 (4) PART VI VERIFICATION AND TESTING 667 (64) 45 Software Verification, Validation, and Testing 667 (8) The Case of the $18.5-Million Hyphen 667 (1) The Case of the Infinite Loop 667 (1) Demonstrating Software Correctness 667 (4) Verification and Validation Techniques 671 (4) 46 Testing 675 (14) The Testing Process 675 (1) Testing Heuristics 675 (3) Four-Phase Testing Procedure 678 (1) Unit Testing 679 (2) Integration Testing 681 (3) System Testing 684 (1) Acceptance Testing 685 (1) Test Data 685 (4) 47 Debugging 689 (12) The Case of the Missing Period 689 (1) The Difficulty of Debugging 689 (1) Debugging Methods 690 (1) Program Debugging Tools 691 (2) Locating Program Errors 693 (6) Predicting Error-Proneness 699 (2) 48 Automated Test Tools 701 (16) Test Tools 701 (1) General Research's RXVP 701 (5) Software Renovation Technology's RE-LEARN 706 (8) Software Environments 714 (1) Bell Labs' UNIX 715 (2) 49 An Evaluation of Verification Techniques 717 (14) Introduction 717 (1) Limitations of Testing 717 (1) Problems with Test Tools 718 (1) Lack of Theory 718 (1) Testing Fourth-Generation-Language Programs 719 (4) Improvement Through Formality 723 (1) Formal Proof-of-Correctness Techniques 724 (7) PART VII TOWARD AN ENGINEERING DISCIPLINE 731 (32) 50 Where Do Structured Techniques Go from Here? …”

Integrated advertising, promotion, and marketing communications by Clow, Kenneth E.

Table of Contents: “…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…”