Advertising and promotion : An integrated marketing communications perspective. / (Record no. 5642)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02397cam a2200325 a 4500 |
| 001 - CONTROL NUMBER | |
| control field | 15274643 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20220211110510.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 080424s2009 maua 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 2008018250 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780071284400 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Transcribing agency | DLC |
| Modifying agency | DLC |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5823.B387 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Edition number | 22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Belch, George E. |
| 245 10 - TITLE STATEMENT | |
| Title | Advertising and promotion : An integrated marketing communications perspective. / |
| Statement of responsibility, etc. | George E. Belch |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 8th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Boston: |
| Name of publisher, distributor, etc. | McGraw-Hill Irwin, |
| Date of publication, distribution, etc. | 2009. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxv,838p.: |
| Other physical details | ill.; |
| Dimensions | 29cm. |
| 500 ## - GENERAL NOTE | |
| General note | Includes indexes. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Contents: Introduction to integrated marketing communications: An introduction to integrated marketing communications -- The role of IMC in the marketing process -- Integrated marketing program situation analysis: Organizing for advertising and promotion: The role of ad agencies and other marketing communication organizations -- Perspectives on consumer behavior -- Analyzing the communication process: The communication process -- Source, message, and channel factors -- Objectives and budgeting for integrated marketing communications programs: Establishing objectives and budgeting for the promotional program -- Developing the integrated marketing communications program: Creative strategy: Planning and development -- Creative strategy: Implementation and evaluation -- Media planning and strategy -- Evaluation of broadcast media -- Evaluation of print media -- Support media -- Direct marketing -- The internet and interactive media -- Sales promotion -- Public relations, publicity, and corporate advertising -- Personal selling -- Monitoring, evaluation and control: Measuring the effectiveness of the promotional program -- Special topics and perspectives: International advertising and promotion -- Regulation of advertising and promotion -- Evaluating the social, ethical and economic aspects of advertising and promotion. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Sales promotion. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Communication in marketing. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Belch, Michael A. |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Table of contents only |
| Uniform Resource Identifier | <a href="http://www.loc.gov/catdir/toc/ecip0816/2008018250.html">http://www.loc.gov/catdir/toc/ecip0816/2008018250.html</a> |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) | |
| a | 7 |
| b | cbc |
| c | orignew |
| d | 1 |
| e | ecip |
| f | 20 |
| g | y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | Reference | 16/07/2015 | HF5823.B387 | 7903/330/15 | 16/07/2015 | 16/07/2015 | Books |