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AN INTRODUCTION TO ECONOMICS.

PART 1. ECONOMICS: THE SCIENCE OF SCARCITY.

1. What Economics is About. Appendix A. Working with Diagrams. Appendix B. Should You Major in Economics? 2. Economic Activities: Producing and Trading. 3. Supply and Demand: Theory. 4. Supply and Demand: Practice.

MACROECONOMICS.

PART 2. MACROECONOMIC FUNDAMENTALS.

5. Macroeconomic Measurements, Part I: Prices and Unemployment. 6. Macroeconomic Measurements, Part II: GDP and Real GDP.

PART 3. MACROECONOMIC STABILITY, INSTABILITY, AND FISCAL POLICY.

7. Aggregate Demand and Aggregate Supply. 8. The Self-Regulating Economy. 9. Economic Instability: A Critique of the Self-Regulating Economy. 10. Fiscal Policy. 11. More on Government Spending and Taxes: Beyond Fiscal Policy.

PART 4. MONEY, THE ECONOMY, AND MONETARY POLICY.

12. Money and Banking. 13. The Federal Reserve System. 14. Money and the Economy. 15. Monetary Policy.

PART 5. EXPECTATIONS AND GROWTH.

16. Expectations Theory and the Economy. 17. Economic Growth: Resources, Technology, and Ideas.

MICROECONOMICS.

PART 6. MICROECONOMIC FUNDAMENTALS.

18. Elasticity. 19. Consumer Choice: Maximizing Utility and Behavioral Economics. Appendix C. Budget Constraint and Indifference Curve Analysis. 20. The Firm. 21. Production and Costs.

PART 7. PRODUCT MARKET AND POLICIES.

22. Perfect Competition. 23. Monopoly. 24. Monopolistic Competition, Oligopoly, and Game Theory. 25. Government and Product Markets: Antitrust and Regulation.

PART 8. FACTOR MARKETS AND RELATED ISSUES.

26. Factor Markets: With Emphasis on the Labor Market. 27. Wages, Unions, and Labor. 28. The Distribution of Income and Poverty. 29. Interest, Rent, and Profit.

PART 9. MARKET FAILURE AND PUBLIC CHOICE.

30. Market Failure: Externalities, Public Goods, and Asymmetric Information. 31. Public Choice: Economic Theory Applied to Politics.

THE WORLD ECONOMY.

PART 10. INTERNATIONAL ECONOMICS: THEORY AND POLICY.

32. International Trade. 33. International Finance.

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PART 1. Laying the Groundwork

Chapter 1. Mass Communication, Culture, and Mass Media
Chapter 2. Media Literacy and Culture

PART II. Media, Media Industries, and Media Audiences

Chapter 3. Books
Chapter 4. Newspapers
Chapter 5. Magazines
Chapter 6. Film
Chapter 7. Radio and Sound Recording
Chapter 8. Television
Chapter 9. Cable and Other Multi-Channel Services
Chapter 10.The Internet and the World Wide Web: Changing the Paradigm

PART III. Supporting Industries

Chapter 11. Public Relations
Chapter 12. Advertising

PART IV. Mass Mediated Culture in the Information Age

Chapter 13. Theories and Effects of Mass Communication
Chapter 14. Media Freedom, Regulation, and Ethics
Chapter 15. Global Media

Glossary
References

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O książce

Popularny podrecznik akademicki, opisujący wszystkie aspekty marketingu.

Spis treści

PART ONE: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.

1. Customer-Driven Marketing.
2. Strategic Planning and the Marketing Process.
3. The Marketing Environment, Ethics, and Social Responsibility.
4. Global Dimensions of Marketing.

PART TWO: MANAGING TECHNOLOGY AND INFORMATION TO ACHIEVE MARKETING SUCCESS.

5. E-Commerce: Electronic Marketing and the Internet for Dot.com and Brick-and-Mortar Marketers.
6. Relationship Marketing and Customer Relationship Management (CRM).
7. Marketing Research, Decision-Support Systems, and Sales Forecasting.

PART THREE: MARKET SEGMENTATION AND CUSTOMER BEHAVIOR.

8. Market Segmentation, Targeting and Positioning.
9. Consumer Behavior.
10. Business-to-Business (B2B) Marketing.

PART FOUR: PRODUCT STRATEGY.

11. Product Strategies.
12. Category and Brand Management, Product Identification, and New-Product Planning.

PART FIVE: PRICING STRATEGY.

13. Price Determination.
14. Managing the Pricing Function.

PART SIX: DISTRIBUTION STRATEGY.

15. Marketing Channels, Logistics, and Supply Chain Management.
16. Direct Marketing and Marketing Resellers: Retailers and Wholesalers.

PART SEVEN: PROMOTIONAL STRATEGY.

17. Integrated Marketing Communications.
18. Advertising, Sales Promotion, and Public Relations.
19. Personal Selling and Sales-Force Management.

Appendix A: Developing a Marketing Plan.
Appendix B: Financial Analysis in Marketing.

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O książce

Designed for a one-semester course, this introductory textbook presents the basic concepts of macroeconomics, describes the full- employment model, considers macroeconomic fluctuations, outlines the financial system, and addresses controversies concerning government policy. The skills needed for understanding economic analysis and policy debates are emphasized. A glossary defines key terms. Stiglitz teaches at Columbia University. Walsh teaches at the University of California, Santa Cruz

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1. THE MAJOR ISSUES.

The Mind-Brain Relationship. Biological Explanations of Behavior. The Brain and Conscious Experience. Nature and Nurture. The Genetics of Behavior. The Evolution of Behavior. The Use of Animals in Research. Reasons for Animal Research. The Ethical Debate. Prospects for Further Study.

2. NERVE CELLS AND NERVE IMPULSES.

The Cells of the Nervous System. Neurons and Glia. The Blood-Brain Barrier. The Nourishment of Vertebrate Neurons. The Nerve Impulse. The Resting Potential of the Neuron. The Action Potential. Propagation of the Action Potential. The Myelin Sheath and Saltatory Conduction. Signaling Without Action Potentials.

3. COMMUNICATION WITHIN THE BODY: SYNAPSES AND HORMONES.

The Concept of the Synapse. The Properties of the Synapse. Relationship Among EPSP, IPSP, and Action Potential. Chemical Events at the Synapse. The Discovery That Most Synaptic Transmission is Chemical. The Sequence of Events at a Synapse. Synapses, Abused Drugs, and Behavior. How Drugs Affect Synapses. Synapses, Reinforcement, and Drug Use. Synapses, Reinforcement, and Personality. Hormones and Behavior. Mechanisms of Hormone Actions. Control of Hormone Release.

4. ANATOMY OF THE NERVOUS SYSTEM.

The Divisions of the Vertebrate Nervous System. Some Terminology. The Spinal Cord. The Autonomic Nervous System. The Hindbrain. The Midbrain. The Forebrain. The Ventricles. The Cerebral Cortex. Organization of the Cerebral Cortex. The Occipital Lobe. The Parietal Lobe. The Temporal Lobe. The Frontal Lobe. How Do the Pieces Work Together?

5. DEVELOPMENT AND PLASTICITY OF THE BRAIN.

Development of the Brain. Growth and Differentiation of the Vertebrate Brain. Pathfinding by Axons. Fine-Tuning by Experience. Proportional Growth of Brain Areas. The Vulnerable Developing Brain. Recovery of Function After Brain Damage. Causes of Human Brain Damage. Adjustments and Potential Recovery After Brain Damage. Effects of Age. Therapies.

6. VISION.

Visual Coding and the Retinal Receptors. Reception, Transduction, and Coding. The Eye and Its Connections to the Brain. Visual Receptors: Rods and Cones. Color Vision. The Neural Basis of Visual Perception. An Overview of the Mammalian Visual System. Mechanisms of Processing in the Visual System. Concurrent Pathways in the Visual System. The Cerebral Cortex: The Shape Pathway. The Cerebral Cortex: The Color Pathway. The Cerebral Cortex: The Motion and Depth Pathways. Visual Attraction. The Binding Problem Revisited: Visual Consciousness. The Development of the Visual System. Infant Vision. Effects of Experience on Visual Development.

7. THE NONVISUAL SENSORY SYSTEMS.

Audition. Sound and the Ear. Pitch Perception. Hearing Loss. Localization of Sounds. The Mechanical Senses. Vestibular Sensation. Somatosensation. Pain. The Chemical Senses. General Issues About Chemical Coding. Taste. Olfaction. Vomeronasal Sensation and Pheromones.

8. MOVEMENT.

The Control of Movement. Muscles and Their Movements. Units of Movement. Brain Mechanisms of Movement. The Role of the Cerebral Cortex. The Role of the Cerebellum. The Role of the Basal Ganglia. Disorders of Movement. Parkinson's Disease. Huntington's Disease.

9. RHYTHMS OF WAKEFULNESS AND SLEEP.

Rhythms of Waking and Sleeping. Endogenous Cycles. Resetting the Biological Clock. The Mechanisms of the Biological Clock.Stages of Sleep and Brain Mechanisims. The Stages of Sleep. Paradoxical or REM Sleep. Brain Mechanisms of Wakefulness and Arousal. Brain Function in REM Sleep. Abnormalities of Sleep. Why Sleep? Why REM? Why Dreams? The Functions of Sleep. The Functions of REM Sleep. Biological Perspectives on Dreaming.

10. THE REGULATION OF INTERNAL BODY STATES.

Temperature Regulation. Homeostasis. Controlling Body Temperature. Temperature Regulation and Behavior. Thirst. Mechanisms of Water Regulation. Osmotic Thirst. Hypovolemic Thirst. Hunger. How the Digestive System Influences Food Selection. How Taste and Digestion Control Hunger and Satiety. The Hypothalamus and Feeding Regulation. Satiety Chemicals and Eating Disorders.

11. REPRODUCTIVE BEHAVIORS.

The Effects of Sex Hormones. Organizing Effects of Sex Hormones. Activating Effects of Sex Hormones. Puberty. Parental Behavior. Variations in Sexual Development and Orientation. Determinants of Gender Identity. Possible Biological Bases of Sexual Orientation.

12. EMOTIONAL BEHAVIORS.

What Is Emotion, Anyway? and What Good Is It? Are Emotions Useful? Emotions and Readiness for Action. Stress and Health. Stress and the Autonomic Nervous System. Stress and the Hypothalamus-Pituitary-Adrenal Cortex Axis. Post-Traumatic Stress Disorder. Attack and Escape Behaviors. Attack Behaviors. Escape Behaviors.

13. THE BIOLOGY OF LEARNING AND MEMORY.

Learning, Memory, Amnesia, and Brain Functioning. Localized Representations of Memory. Types of Memory. The Hippocampus and Amnesia. Other Types of Brain Damage and Amnesia. Infant Amnesia. Storing Information in the Nervous System. Learning and the Hebbian Synapse. Single-Cell Mechanisms of Invertebrate Behavior Change. Long-Term Potentiation in Mammals.

14. LATERALIZATION AND LANGUAGE.

Lateralization of Function. Visual and Auditory Connections to the Hemispheres. Cutting the Corpus Callosum. Development of Lateralization and Handedness. Avoiding Overstatements. Evolution and Physiology of Language. Nonhuman Precursors of Language. Effects of Brain Damage on Human Language? Effects of Brain Damage on Language. Dyslexia.

15. ALCOHOLISM, MOOD DISORDERS, AND SCHIZOPHRENIA.

Alcoholism. Genetics. Alcohol Metabolism and Antabuse. Mood Disorders. Major Depressive Disorder. Bipolar Disorder. Seasonal Affective Disorder. Schizophrenia. Characteristics. The Neurodevelopmental Hypothesis. Neurotransmitters and Drugs.

Appendix A: Brief, Basic Chemistry.
Appendix B: Society For Neuroscience Policies On The Use Of Animals And Human Subjects In Neuroscience Research.

References.
Credits.
Theme Index.
Name Index.
Subject Index/Glossary.