National Environmental Accounting or How Advertising Works

National Environmental Accounting: Bridging the Gap Between Ecology and Economy

Author: Joy E Hecht

This book presents national environmental, or "green" accounting as it has developed in Europe and other parts of the world. It introduces the most recent methods developed through the United Nations Statistical Department and other international organizations, but bridges the gap between the superficial treatment of environmental accounting in economics textbooks and environmental literature, on the one hand, and the highly technical manuals of international organizations, on the other.

Joy Hecht begins with a history and introduction to national income accounting. The first part of her book explains how the environmental accounts build on the structure of the 1993 System of National Accounts. She then shows the UN approach to accountingapplied to pollution, recycling, and the management of natural resources such as forests, minerals,and fisheries. The third section discusses how the accounts approach green GDP and other macroeconomic indicators. The book concludes by going beyond the UN structures to discuss other adjusted macroeconomic measures and how accounting data can be used to build them.

National Environmental Accounting is a non-technical introduction to an increasingly important field. It is a must-read for anyone interested in how environmental accounts can help society move towards greater sustainability.

Table of Contents:

1	National environmental accounts	1
2	Concepts of conventional national income accounting	16
3	Structure of the conventional income accounts	33
4	Overview of the revised SEEA	53
5	Pollution accounting : the physical side	76
6	Pollution accounting : what are we spending now?	90
7	Pollution accounting : policy questions	102
8	Resource accounting	120
9	Forest accounts	136
10	Subsoil asset accounts	153
11	Fisheries, land, and water accounts	169
12	Macroeconomic indicators in the SEEA	196
13	Macroeconomic measures outside the SEEA	209

Book about: Tea or First Impressions

How Advertising Works: The Role of Research

Author: John Philip Jones

John Philip Jones, best-selling author of What's in a Name?, Advertising and the Concept of Brands, and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising processùclients, media, and agenciesùare fully represented in How Advertising Works. Chapter authors reflect a global mix of academic and professional backgrounds and include Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles. The result is a single "knowledge bank" of theory and practice for advertising students and professionals. Future handbooks, also edited by John Philip Jones, will address key topics of advertising agency operation, brand building, and multinational advertising. How Advertising Works will be of interest to students and professionals in advertising, marketing, and communication

Booknews

A broad handbook of research procedures designed to determine the effectiveness of advertising, taking into account the clients, media, and agencies. Contributors from both academia and the advertising industry offer information about both the theory and practice of such research. They cover markets and advertising, research before and after the advertising runs, and the effects of advertising. Most of the 29 chapters were written for the anthology, but a few were adapted from earlier efforts. Inaugurates a five-volume series of practical guides for advertising professionals. Annotation c. by Book News, Inc., Portland, Or.