MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02967cam a2200373 i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20221109185403.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
120510s2012 nyua b 001 0 eng d |
| 011 ## - LINKING LIBRARY OF CONGRESS CONTROL NUMBER [OBSOLETE] |
|---|
| Local cataloguing issues note |
BIB MATCHES WORLDCAT |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0071314407 |
| Qualifying information |
pbk. (alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780071314404 |
| Qualifying information |
pbk. (alk. paper) |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)769975054 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
AU@ |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
AU@ |
| Modifying agency |
Nz |
| -- |
ATU |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Belch, George E. |
| Fuller form of name |
(George Edward), |
| Dates associated with a name |
1951- |
| Relator term |
author. |
| 9 (RLIN) |
428579 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising and promotion : |
| Remainder of title |
an integrated marketing communications perspective / |
| Statement of responsibility, etc. |
George E. Belch & Michael A. Belch. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Ninth edition, global edition. |
| 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 Irwin, |
| Date of production, publication, distribution, manufacture, or copyright notice |
[2012] |
| 264 #4 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Date of production, publication, distribution, manufacture, or copyright notice |
©2012 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxxv, 769 pages : |
| Other physical details |
illustrations (some colour) ; |
| Dimensions |
28 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references (pages 721-744) and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Pt 1 Introduction to integrated marketing communications -- 1. An introduction to integrated marketing communications -- 2. The role of IMC in the marketing process -- Pt 2 Integrated marketing communications program situation analysis -- 3. Organizing for advertising and promotion: the role of ad agencies and other marketing communication organizations -- 4. Perspectives on consumer behavior -- Pt 3 Analyzing the communication process -- 5. The communication process -- 6. Source, message, and channel factors -- Pt 4 Objectives and budgeting for integrated marketing communications programs -- 7. Establishing objectives and budgeting for the promotional program -- Pt 5 Developing the integrated marketing communications program-- 8. Creative strategy: planning and development -- 9. Creative strategy: implementation and evaluation -- 10. Media planning and strategy -- 11. Evaluation of media: television and radio -- 12. Evaluation of print media -- 13. Support media -- 14. Direct marketing -- 15. The Internet and interactive media -- 16. Sales promotion -- 17. Public relations, publicity, and corporate advertising -- Pt 6 Monitoring, evaluation, and control 18. Measuring the effectiveness of the promotional program -- Pt 7 Special topics and perspectives --19. International advertising and promotion -- 20. Evaluating the social, ethical, and economic aspects of advertising and promotion -- 21. Personal selling (online) -- 22. Regulation of advertising and promotion (online) |
| 588 ## - SOURCE OF DESCRIPTION NOTE |
|---|
| Source of description note |
Machine converted from AACR2 source record. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 9 (RLIN) |
313421 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Sales promotion. |
| 9 (RLIN) |
323562 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Communication in marketing. |
| 9 (RLIN) |
315770 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Belch, Michael A., |
| Relator term |
author. |
| 9 (RLIN) |
1058287 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
|---|
| a |
.b12470405 |
| b |
23-09-20 |
| c |
28-10-15 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) |
|---|
| a |
659.1 BEL |
| g |
1 |
| i |
A417494B |
| j |
0 |
| l |
cmain |
| o |
- |
| p |
$81.52 |
| q |
- |
| r |
- |
| s |
- |
| t |
0 |
| u |
53 |
| v |
1 |
| w |
1 |
| x |
19 |
| y |
.i13240912 |
| z |
29-10-15 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| -- |
b |
| -- |
(2)c |
| Operator's initials, OID (RLIN) |
06-04-16 |
| Cataloger's initials, CIN (RLIN) |
m |
| First date, FD (RLIN) |
a |
| -- |
eng |
| -- |
nyu |
| -- |
0 |
