MARC details
000 -LEADER |
fixed length control field |
01679nam a22002417a 4500 |
003 - CONTROL NUMBER IDENTIFIER |
control field |
HCC |
005 - DATE AND TIME OF LATEST TRANSACTION |
control field |
20250113215946.0 |
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
fixed length control field |
220216b2021 nyua|||| |||| 001 0 eng d |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
9781260570991 |
040 ## - CATALOGING SOURCE |
Transcribing agency |
HCC |
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
Classification number |
659.1 BEL |
100 ## - MAIN ENTRY--PERSONAL NAME |
Personal name |
Belch, George E. |
245 ## - TITLE STATEMENT |
Title |
Advertising and Promotion: |
Remainder of title |
An Integrated Marketing Communications Perspective / |
Statement of responsibility, etc |
George E. Belch; Michael A. Belch |
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
Place of publication, distribution, etc |
New York : McGraw-Hill, |
Name of publisher, distributor, etc |
McGraw-Hill |
Date of publication, distribution, etc |
©2021 |
300 ## - PHYSICAL DESCRIPTION |
Extent |
xxxi, 740 pages and other ; |
Other physical details |
illustrations(colour) |
Dimensions |
28 cm |
500 ## - GENERAL NOTE |
General note |
<br/>Part 1. Introduction to integrated marketing communications<br/>Part 2. Integrated marketing communications program situation analysis<br/>Part 3. Analysing the communication process<br/>Part 4. Objectives and budgeting for integrated marketing communications programs<br/>Part 5. Developing the integrated marketing communications program<br/>Part 6. Monitoring, evaluation, and control<br/>Part 7. Special topics and perspectives. |
520 ## - SUMMARY, ETC. |
Summary, etc |
Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the consumer behaviour, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behaviour, and communications theory. |
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name as entry element |
Advertising. |
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name as entry element |
Sales promotion. |
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name as entry element |
Communication in marketing. |
700 ## - ADDED ENTRY--PERSONAL NAME |
Personal name |
Belch, Michael E. |
942 ## - ADDED ENTRY ELEMENTS (KOHA) |
Source of classification or shelving scheme |
Dewey Decimal Classification |
Koha item type |
Books |