Understanding Economics Today
Author: Gary M Walton
Understanding Economics Today focuses on vital issues pertinent to current and perspective participants in the U.S. and global economy. This popular long-tested text applies basic economic reasoning to build understanding of how our complex commercial society operates. Economic principles, both micro and macro, are learned through repeated applications to real world events. The emphasis on the power of economic reasoning, rather than laborious technical jargon, positively motivates both students and teachers.
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Effective Public Relations
Author:
Effective Public Relations, Eighth Edition, will complete half a century of defining public relations as a profession, schooling its practitioners, and serving as a reference for those in the calling. For many of those years this book has been viewed as "the bible of public relations," often referred to as simply "Cutlip and Center.".
Booknews
A textbook and reference first published in 1978 and most recently revised in 1994. It explains the basic concepts of the field and its conduct in various settings and the theory, principles, and processes that guide the practice. The treatment is intended as an introduction and preparation for more specialized courses on strategy and tactics for solving particular problems, writing and techniques, research, evaluation, and management. The eighth edition contains new data, ideas, examples, and sources. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Table of Contents:
| Pt. I | Concept, Practitioners, Context, and Origins | 1 |
| Ch. 1 | Introduction to Contemporary Public Relations | 1 |
| Ch. 2 | Practitioners of Public Relations | 29 |
| Ch. 3 | Organizational Settings | 59 |
| Ch. 4 | Historical Origins | 101 |
| Pt. II | Foundations | 143 |
| Ch. 5 | Ethics and Professionalism | 143 |
| Ch. 6 | Legal Considerations | 179 |
| Ch. 7 | Theoretical Underpinnings: Adjustment and Adaptation | 219 |
| Ch. 8 | Communication and Public Opinion | 249 |
| Ch. 9 | Media and Media Relations | 283 |
| Pt. III | Management Process | 339 |
| Ch. 10 | Step One: Defining Public Relations Problems | 339 |
| Ch. 11 | Step Two: Planning and Programming | 369 |
| Ch. 12 | Step Three: Taking Action and Communicating | 403 |
| Ch. 13 | Step Four: Evaluating the Program | 429 |
| Pt. IV | The Practice | 457 |
| Ch. 14 | Business and Industry | 457 |
| Ch. 15 | Government and Politics | 487 |
| Ch. 16 | Nonprofit Organizations, Health Care, and Education | 519 |
| Ch. 17 | Trade Associations, Professional Societies, and Labor Unions | 555 |
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