Advertising Strategy: Creative Tactics from the Outside/In
Author: Tom Altstiel
Written in an accessible style, Advertising Strategy: Creative Tactics From the Outside/In gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many book that focus only on advertising created for large consumer accounts, this text also covers business-to-business , in-house, and small-agency advertising. Authors Tom Altstiel and Jean Grow provide students with a unique blend of real-world and academic perspectives through their own personal experience as an actively teaching professor at one of the top advertising programs in the country and a working creative director and agency principal.
See also: Discovering Korean Cuisine or 100 Best Holiday Cookies
Macroeconomics in Context
Author: Neva Goodwin
Macroeconomics in Context updates the introductory undergraduate curriculum to address critical concerns of the 21st century, including distributional equity, ecological sustainability, the quality of employment, globalization, and the adequacy of living standards. Unlike most macroeconomics texts, which begin with concepts of efficiency and GDP growth, this book starts with the question of human well-being, and then examines how economic activities can contribute to, or detract from, our well-being.
Table of Contents:
Pt. 1 The Context for Economic Analysis
Ch. 1 Economic Activity in Context 3
Ch. 2 Useful Tools and Concepts 22
Ch. 3 What Economies Do 47
Ch. 4 Supply and Demand 72
Pt. 2 Macroeconomic Basics
Ch. 5 Macroeconomic Measurement: The Current Approach 95
Ch. 6 Macroeconomic Measurement: Environmental and Social Dimensions 125
Ch. 7 Employment and Unemployment 149
Ch. 8 The Structure of the United States Economy 171
Pt. 3 Macroeconomic Theory and Policy
Ch. 9 Aggregate Demand and Economic Fluctuations 203
Ch. 10 Fiscal Policy 234
Ch. 11 Money and Monetary Policy 258
Ch. 12 Aggregate Supply, Aggregate Demand, and Inflation: Putting It All Together 294
Pt. 4 Macroeconomic Issues and Applications
Ch. 13 The Global Economy 329
Ch. 14 How Economies Grow and Develop 361
Ch. 15 Macroeconomic Challenges for the Twenty-First Century 385
Glossary 416
Index 429
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