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Social network marketing has risen to the fore as an innovative and cost effective method of reaching a target audience. However, owing to the recentness of this marketing technique, there is little scholarly research in this area, especially in emerging markets. This study considered the impact of interactivity and media richness on brand attitude and brand image in the South African beer market. It also tested whether brand involvement has a moderating effect in this regard. The empirical work was conducted through an electronic survey of Facebook fan page users. The results revealed that interactivity had a positive effect on brand attitude, whilst media richness did not. Brand involvement, tested for a moderating effect on the above relationships, was not found to be significant. As expected, brand attitude was found to be strongly linked to brand image in this context. The findings stress the importance of bidirectional communication in favor of media rich design. This suggests that marketers of beer would be well advised to engage with customers on fan pages in routinely responding to their comments and allowing them to upload suitable content. If consumers feel that they have ‘ownership’ of these pages and are able to have a positive influence on brand evolution, fan pages are likely to yield positive results in social media campaigns. 相似文献
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Penelope Tuck 《Critical Perspectives On Accounting》2010,21(7):584-596
Public sector officials have had to engage in new ways of working to reflect the changing practices of the public sector. This paper uses the specific case of professional tax officials in the UK tax administration to examine this broader context, by a longitudinal study. Tax officials are being disciplined by the changing working practices of the tax administration. The tax official becomes a T-shaped tax official who has emerged from a bureaucratic inward facing technical civil servant to become an outward facing new style tax official who still has to engage with the detailed technical tax knowledge as a knowledge expert (the vertical part of the T) but also has to relate to the new way of operating in a strategic and marketing organisation (the horizontal part of the T). This changing role of the tax official has tax policy implications and impacts on the social and organizational aspects of the tax compliance process. 相似文献
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Penelope Sue Greenberg 《Journal of Accounting Education》1997,15(4):559-575
The teaching of learning and thinking skills has become a primary objective of accounting education. Recent cognitive research has emphasized the importance of a framework for the organization of knowledge in attaining these skills. This paper examines whether a systems framework leads to improved long-term learning and higher level thinking skills. The systems framework involves the identification of objectives, users, inputs, and outputs, in addition to the calculation process. A learning experiment was conducted in which the systems framework was used for organizing material presented to students and for practice exercises. This study suggests that the systems framework enhances long term learning and higher level thinking skills. These results support the recent emphasis on information systems in accounting education. 相似文献
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David Fasenfest Penelope Ciancanelli Laura A. Reese 《International journal of urban and regional research》1997,21(1):7-22
A market paradigm has been dominant in the field of community development, defining how governmental officials, development professionals and even academics view the world, and influencing the way problems are identified, the kind of questions asked, the solutions considered, the criteria for ‘success’ and even the evaluative methodologies employed. This article maintains that the market paradigm has not succeeded from the micro-social perspective of the residents or the development of their communities as a whole. By problematizing two concepts embedded in the market economy paradigm, value (both monetized and non-monetized) and exchange (terms of trade), we offer a concrete vision of urban policy analysis from a social economy paradigm. 相似文献
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All nurses are prepared to be generalists in palliative care. Within the discipline there are nurses who seek advanced educational preparation and develop clinical expertise in palliative care nursing. These are our leaders in palliative care nursing who can exert influence in all health care settings to support nurses providing palliative care. It is nurses and advanced practice nurses in partnership who are capable of developing and advocating for palliative care across settings. The focus of care is the person, not the diagnosis or the setting. The viewpoint that "all nursing care is palliative care" can transform health care with nurses taking the lead. 相似文献
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Projections of the social expenditure to GDP ratio indicate the extent of the ‘burden’ of population ageing on future workers and have been used by governments to aid policy decisions in such areas as immigration and superannuation. This article shows that the social expenditure to GDP ratio is heavily dependent on assumptions made about real spending growth, productivity growth, unemployment and participation rates. It produces a framework that makes the assumptions underlying the projections clear and enables the results of changing the assumptions to be easily compared. The projected ratios are significantly higher than those obtained in previous Australian studies. 相似文献
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