Tabla de Contenidos: “…-- 2.5.7 Parlamentarische Arbeit -- 2.5.8 Die Märzaktion (1921) -- 2.5.9 Einheitsfrontpolitik (1922) -- 2.5.10 Der Schlageter-Kurs der KPD (1923) -- 2.6 Politische Publizistik (1924 - 1928) -- 2.6.1 Bolschewisierung der KPD -- 2.6.2 Der Parteiausschluss (1928 / 1929) -- 2.7 Der Gang in die KPO (1928 - 1931) -- 2.7.1 Berliner Blutmai (1929) -- 2.7.2 Der Young-Plan (1930)…”

Tabla de Contenidos: “…-- Characteristics of Services -- Intangibility -- Inseparability -- Variability -- Perishability -- Customer Participation -- Lack of Ownership -- The Growth of the Services Sector -- The Department for Professional Employees, AFL-CIO: Fact Sheet 2002-05 on Services Sector -- Reasons for Growth in the Services Sector -- Intermediate Demand from Firms -- Final Demand from Customers -- Career Opportunities in the Services Sector -- Insurance -- Call Centres -- Non-government Organizations -- Knowledge Process Outsourcing (KPO) -- Human Resources -- IT-enabled Services -- Hospitality -- Entertainment -- Aviation -- Summary -- Key Terms -- Brief Questions -- Essay Questions -- Assignments -- References -- Chapter 2: Marketing Management: Core Concepts -- Introduction -- The Marketing Offer -- Core Concepts -- Needs, Wants and Expectations -- Markets -- Exchange -- Customer Value -- Demand Management -- Segmentation, Targeting and Positioning -- The Powerful Consumer -- Creating Value -- Communicating Value -- Delivering Value -- Goods Marketing Versus Services Marketing -- Marketing Philosophies -- The Production Concept -- The Selling Concept -- The Selling Concept -- The Marketing Concept -- The Holistic Marketing Concept -- Marketing Challenges -- Customers -- Business Trends -- Technology -- Marketing Planning -- Database Marketing -- Marketing Tasks -- Summary -- Key Terms -- Brief Questions -- Essay Questions -- Assignments -- References -- Chapter 3: The Marketing Environment -- Introduction -- The Micro-environment…”

Tabla de Contenidos: “…Problems in achieving decentralization -- Line and Staff Relations -- Span of Management -- Wide Versus Narrow Spans -- Factors Determining Spans -- Open Systems Approach in Organizations -- Case: CEOs Can Work as a Team: Lessons from Wipro -- Summary -- Key Terms -- Review Questions -- Critical Thinking Questions -- References -- Further Reading -- Chapter 4: Staffing in Organizations -- Introduction -- Concept of Recruitment -- Functions of Recruitment -- Internal Recruitment -- Recruitment Policy -- Recruitment Process -- Preliminary Screening of Applicants -- Review of Application Blanks -- Reference Checking -- Psychological Testing -- Attitude Measurement -- Techniques of Attitude Measurement -- Thurstone scale -- Likert Scale -- Semantic differential scale -- Reliability and validity of attitude measurement scales -- Levels of Attitude Measurement -- Nominal scale -- Ordinal scale -- Interval scale -- Ratio scale -- Other Measures of Attitudes -- Physiological Measures -- Attitude Surveys -- Human Resource Management and Attitudinal Change -- Interview -- Induction and Placement -- Induction -- Objectives of an induction programme -- Components of an induction programme -- Steps in an induction programme -- Employee socialization process -- Placement -- Importance of Induction and Placement -- Staffing Costs -- Areas of Staffing Costs -- Recruitment Ratios -- Recruiting cost ratio -- Recruiting efficiency -- New hire performance -- Case: Staffing Solutions of Knowledge Hub: Lessons from the KPO Industry -- Summary -- Key Terms -- Review Questions -- Critical Thinking Questions -- References -- Further Reading -- Annexure 4.1 -- Chapter 5: Directing Through Motivation -- Introduction -- Motivation in Organizations -- Process of Motivation -- Objectives of Motivation -- Mechanism of Motivation -- Significance of Motivation in Organizations…”