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Century. Bratislava, Slovakia: NISPAcee, 199 – 207. Mazzucato, Mariana. 2013 The Entrepreneurial State. London, United Kingdom: Anthem Press. McKinney, J. B. and L. C. Howard. 1998. Public Administration: Balancing Power and Accountability. 2 nd edn. Santa Barbara, CA: Praeger Publishers, 37. Neshkova, M. and A. Rosenbaum. 2015. “Advancing Good Government through Fighting Corruption.” In J. Perry (ed.). Handbook of Public Administration . San Francisco, CA: Jossey-Bass, 97 – 119. Open Government Partnership. 2014. Four-Year Strategy 2015 – 2018 . Available at

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INTRODUCTION Public entities modernization is understood as the design of websites and data portals or the participation through social networks. This has caused a revolutionary change in the public sector enabling governments transparency and accountability ( Jaeger and Bertot, 2010 ). This paper aims to analyse how accessible the information is within the new Information and Communication Technologies’ (ICTs) media tools. The concept of accessibility and usability of a Government website can be measured by the time consumed and the ease of use by the

References [1] Emmett, Y. (2013). How do I create a living theory of leadership development for e-learning as an explanation of educational influence in improving training practice? (Ed.D. thesis, Dublin City University, Ireland). http://doras.dcu.ie/17723/1/Yvonne_Emmett_Dissertation_11_January_2013.pdf (Accessed 1 January 2014) [2] Alverez-Antolinez, C., Brennan, D., McKenna, L., Mullen, M., O’Driscoll, A., O’Reilly, P., Rice, N., Sheridan, M., Smyth, G., Smyth, T. & Usher, N. (2007). Leadership, Structures and Accountability in the Public Service: Priorities

References Alcaniz, Isabella and Hellwig, Timothy (2010): Who’s to Blame? The Distribution of Responsibility in Developing Democracies. British Journal of Political Science 41 (2): 389–411. Anderson, Christopher J. (2000a): Economic Voting and Political Context: a Comparative Perspective. Electoral Studies 19: 151–170. Anderson, Christopher J. (2000b): The End of Economic Voting? Contingency Dilemmas and the Limits of Democratic Accountability. Annual Review of Political Science 10: 271–296. Anderson, Christopher J. (2007): The Interaction of Structures and

. “Accountability in Central and Eastern Europe: Concept and Reality.” International Review of Administrative Sciences 79(2), 310–330. Von Hippel, E. 2007. “Horizontal Innovation Networks – by and for Users.” Industrial and Corporate Change 16(2), 1–23. Wilson, J. 1989. Bureaucracy: What Governments Do and why they Do it . New York: Basic Books.

Banking Conference. Chicago: Federal Reserve Bank of Chicago. Cukierman, A. (2001). Accountability, credibility, transparency and stabilization policy in the Eurosystem. In Ch. Wyplosz (Ed.), The impact of EMU on Europe and the developing countries. Oxford: Oxford University Press. Davis, H. & Green, D. (2010). Banking on the future. The fall and rise of central banking. Princeton: Princeton University Press. De Haan, J., Amtenbrink F. & Waller, S. (2004). The transparency and credibility of the European Central Bank. Journal of Common Market Studies, 42(4), 775

References Andone, C. (2013). Argumentation in Political Interviews. Analyzing and Evaluating Responses to Accusations of Inconsistency. Amsterdam/Philadelphia: John Benjamins. Andone, C. (2014). The burden of proof in practices of political accountability. In Saftoiu, R., I. Neagu & S. Mada (Eds.), Persuasive Games in Political and Professional Dialogue. (forthcoming). Amsterdam/Philadelphia: John Benjamins. Bovens, M. (2006). Analysing and assessing accountability: A conceptual framework. European Law Journal 13(4), 447-468. Curtin, D. (2007). Holding (quasi

Budget Transparency (1999). Retrieved from http:/www.oecd.org/gov/budgeting . OECD Recommendation of the Council on Budgetary Governance (2015). Retrieved from http:/www.oecd.org/gov/budgeting . Khagram, S., De Renzio, P., Fung, A. (Eds.), (2013). Open Budgets: The Political Economy of Transparency, Participation and Accountability . Brookings Institution Press. Petrie, M. (2013). The Currrent State of Fiscal Transparency: Norms, Assessment, and Country Practices , World Bank Special Series on Governance & Public Sector Management, No 4/September. Retrieved from

Abstract

Marketing accountability is essential for sustained organic growth, but the challenges to it loom large. The major steps in truly accountable marketing include defining the right results, using the right metrics and finally acting upon the collected insights. To identify the right metrics one has to start with defining the right results: What is the informed decision that needs to be made? But getting data-based answers to key questions is only half the battle. Actually acting upon it is the other half, and often companies are reluctant to change. To create momentum, marketing and finance need to pull together, and the selected metrics need to be useful to both mind-sets. Other proven ways to overcome resistance to data-based recommendations include moving to the proposed optimal allocation gradually and demonstrating the real-word gains through field experiments. When companies succeed in establishing truly accountable marketing, they improve and simplify recurring and quantifiable decisions, which leaves them more time to scan the environment for new opportunities and allows them to take smarter risks.