Advertising and promotion : (Record no. 3556)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02767cam a22002534a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 060303s2007 maua b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0073101265 (alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780071105897 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Edition number | 23 |
| Item number | BEL |
| 084 ## - OTHER CLASSIFICATION NUMBER | |
| Classification number | 85.40 |
| Number source | bcl |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Belch, George E. |
| Fuller form of name | (George Edward), |
| Dates associated with a name | 1951- |
| 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 | 7th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc. | Boston : |
| Name of publisher, distributor, etc. | McGraw-Hill Irwin, |
| Date of publication, distribution, etc. | c2007. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxvi, 820 p. : |
| Other physical details | col. ill. ; |
| Dimensions | 29 cm. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| FORMATTED CONTENTS NOTE | Part One- Introduction to Integrated Marketing Communication:<br/>Chapter One- An Introduction to Integrated Marketing Communication;<br/>Chapter Two- The Role of IMC in the Marketing Process;<br/>Part Two- Integrated Marketing Program Situation Analysis:<br/>Chapter Three- Organizing for Advertising and Promotion: The Role for Ad agencies and other Marketing Communication Organizations;<br/>Chapter Four- Perspective on Consumer Behavior;<br/>Part Three- Analyzing the Communications Process:<br/>Chapter Five- The Communication Process;<br/>Chapter Six- Source, message and Channel Factors;<br/>Part Four- Objectives and Budgeting for integrated marketing Communication Programs:<br/>Chapter Seven- Establishing Objectives and Budgeting for the Promotional Program;<br/>Part Five- Developing the Integrated Marketing Communication Program:<br/>Chapter Eight- Creative Strategy: Planning and Development;<br/>Chapter Nine- Creative Strategy: Implementation and Evaluation;<br/>Chapter Ten- Media Planning and Strategy;<br/>Chapter Eleven- Evaluation of Broadcast Media;<br/>Chapter Twelve- Evaluation of Print Media;<br/>Chapter Thirteen- Support Media;<br/>Chapter Fourteen- Direct Marketing;<br/>Chapter Fifteen- The Internet and Interactive Media;<br/>Chapter Sixteen- Sales Promotion;<br/>Chapter Seventeen- Public relation, Publicity and Corporate Advertising;<br/>Chapter Eighteen- Personal Selling;<br/>Part Six- Monitoring, Evaluation and Control:<br/>Chapter Nineteen- Measuring the Effectiveness of the Promotional Program;<br/>Part Seven- Special Topics and Perspectives:<br/>Chapter Twenty- International Advertising and Promotion;<br/>Chapter Twenty-one- Regulation of Advertising and Promotion;<br/>Chapter Twenty-Two- Evaluating the Social, Ethical and Economic Aspects of Advertising and Promotion;<br/>GLOSSARY OF ADVERTISING AND PROMOTION TERMS;<br/>ENDNOTES;<br/>CREDIT AND ACKNOWLEDGEMENTS;<br/>NAME AND COMPANY INDEX;<br/>SUBJECT INDEX. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Sales promotion. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Communication in marketing. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Belch, Michael A. |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) | |
| a | 7 |
| b | cbc |
| c | orignew |
| d | 1 |
| e | ocip |
| f | 20 |
| g | y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Non-fiction | Tetso College Library | Tetso College Library | Commerce & Management | 15/09/2017 | 659.1 BEL | 6832 | 15/09/2017 | 15/09/2017 | Books |