Advertising and promotion : an integrated marketing communications perspective (Record no. 37440)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01323nam a2200229 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780256218992 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0256218994 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Item number | BEL |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Belch, George E. |
| 245 ## - TITLE STATEMENT | |
| Title | Advertising and promotion : an integrated marketing communications perspective |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 4th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Boston, Mass : |
| Name of publisher | Irwin/McGraw-Hill, |
| Year of publication | ©1998. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xxii, 762 pages : |
| Other physical details | illustrations ; |
| 490 ## - SERIES STATEMENT | |
| Series statement | Irwin/McGraw-Hill series in marketing. |
| 500 ## - GENERAL NOTE | |
| General note | Includes index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | pt. 1. The role of IMC in marketing --<br/>pt. 2. Integrated marketing program situation analysis --<br/>pt. 3. Analyzing the communication process --<br/>pt. 4. Objectives and budgeting for integrated marketing communications programs --<br/>pt. 5. Developing the integrated marketing communications program --<br/>pt. 6. Monitoring, evaluation, and control --<br/>pt. 7. Special topics and perspectives. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | <br/>This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Advertising. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Sales promotion. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Belch, Michael A. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Lending Books |
| Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Main Library | Main Library | Stacks | 13/02/2002 | Donation | 4000.00 | 659.1 BEL | 007047 | Lending Books |