Integrated marketing communications : a primer (Record no. 39487)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 01810nam a2200217 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780415314206 (hbk) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0415314208 (hbk) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780415314213 (pbk) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0415314216 (pbk) |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| Item number | KIT |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Kitchen, Philip J. ; |
| 245 ## - TITLE STATEMENT | |
| Title | Integrated marketing communications : a primer |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | London, New York : |
| Name of publisher | Routledge, |
| Year of publication | 2004. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xiii, 193 p. |
| 500 ## - GENERAL NOTE | |
| General note | Including Bibliography & Index. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Scene setting : theory and practice --<br/>Integrated marketing communications --<br/>Advertising --<br/>Sales promotion --<br/>Direct marketing --<br/>Marketing public relations --<br/>Sponsorship --<br/>E-communications --<br/>Relationship marketing --<br/>Summary and Conclusion. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together.<br/><br/>This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together.<br/><br/>Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing communication. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | de Pelsmacker, Patrick. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Reference 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 | Reference | 14/02/2007 | Purchased | 2769.30 | 658.8 KIT | 010349 | Reference Books |