This authoritative, up-to-date resource will become the standard reference on the theory and practice of public management around the world. Public management addresses strategy, policy processes, and governance as well as the bureaucratic concerns of public administration. Reflecting this diversity, the Dictionary incorporates concepts from various other fields including economics, political science, management, sociology, and psychology. The reference draws from an extensive literature base including books, journals, websites, research reports, government proceedings, legal documents, and international and organizational reports. As the primary source of ready information for students, researchers, scholars, and practitioners, it defines all the fundamental concepts of public management, their applications, and all relevant theories, complete with sources and references.
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The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach and real-world business examples. Key changes in the Fourth Edition include:* A better grounding in the role of media in an advertising and marketing plan today, with a new first chapter on the changing role of media planning in agencies today * Increased coverage of communication planning * Added focus on the importance of media strategy early on in the book through a new chapter * A new chapter on evaluating media vehicles, filled with up-to-date examples * Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular * A new chapter on search engine marketing and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media * A new chapter on gaming, and many new examples of the latest digital media, with an emphasis on social media, and a new framework for analyzing current and future social media * A new chapter on international advertising * A new chapter on campaign evaluation. An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.