Advertising and promotion: an integrated marketing communications perspective. / (Record no. 9627)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02041cam a22003494i 4500 |
| 001 - CONTROL NUMBER | |
| control field | 17917337 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20230802095056.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 131024s2015 nyua b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 2013041596 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781259548147 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 1259548147 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Language of cataloging | eng |
| Transcribing agency | LC |
| Description conventions | rda |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5823.B38 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Edition number | 23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Belch, George E. |
| 9 (RLIN) | 2 |
| 245 10 - TITLE STATEMENT | |
| Title | Advertising and promotion: an integrated marketing communications perspective. / |
| Statement of responsibility, etc. | George E. Belch & Michael A. Belch. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 11th ed. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Place of production, publication, distribution, manufacture | New York : |
| Name of producer, publisher, distributor, manufacturer | McGraw-Hill, |
| Date of production, publication, distribution, manufacture, or copyright notice | 2018. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xli, 731 p. : |
| Other physical details | color illustrations ; |
| Dimensions | 29 cm |
| 336 ## - CONTENT TYPE | |
| Content type term | text |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type term | unmediated |
| Source | rdamedia |
| 338 ## - CARRIER TYPE | |
| Carrier type term | volume |
| Source | rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes glossary and indexes. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Contents: Introduction to integrated marketing communications -- The role of IMC in the marketing process -- Organizing for advertising and promotion: the role of Ad agencies and other marketing communication organizations -- Perspectives on consumer behavior -- The communication process -- Source, message and channel factors -- Establishing objectives and budgeting for the promotional program -- Creative strategy: planning and development -- Creative strategy: implementation and evaluation -- Media planning and strategy -- Evaluation of media: television and media -- Evaluation of media: magazines and newspapers -- Support media -- Direct marketing -- The Internet: digital and social media -- Sales promotion -- Public relations, publicity and corporate advertising -- Measuring the effectiveness of the promotional program -- International advertising and promotion -- Regulation of advertising and promotion -- Evaluating the social, ethical and economic aspects of advertising and promotion -- Personal selling -- |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising. |
| 9 (RLIN) | 3 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Sales promotion. |
| 9 (RLIN) | 4 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Communication in marketing. |
| 9 (RLIN) | 5 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Belch, Michael A. |
| 9 (RLIN) | 6 |
| 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 KUMASI LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | General Stacks | 23/03/2023 | HF5823.B38(11e) | K/3269/0367/23 | 22/05/2023 | 22/05/2023 | Books |