MARC details
| 000 -LEADER |
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| fixed length control field |
02883cam a2200397 a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
018098 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20210920113620.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
080424s2009 maua b 001 0 eng |
| 016 7# - NATIONAL BIBLIOGRAPHIC AGENCY CONTROL NUMBER |
|---|
| Record control number |
014702907 |
| Source |
Uk |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780071284400 (pbk.) |
| Terms of availability |
Available |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0071284400 (pbk.) |
| Terms of availability |
Available |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9789814575119 (alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0073381098 (alk. paper) |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)226304772 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
cuck |
| Transcribing agency |
cuck |
| Modifying agency |
cuck |
| -- |
BAKER |
| -- |
GZM |
| -- |
YDXCP |
| -- |
CDX |
| -- |
NLGGC |
| -- |
UKM |
| -- |
CDN |
| -- |
DEBBG |
| Language of cataloging |
eng |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5823 |
| Item number |
.B387 2012 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
22 |
| 084 ## - OTHER CLASSIFICATION NUMBER |
|---|
| Classification number |
85.40 |
| Number source |
bcl |
| 084 ## - OTHER CLASSIFICATION NUMBER |
|---|
| Classification number |
QP 630 |
| Number source |
rvk |
| 084 ## - OTHER CLASSIFICATION NUMBER |
|---|
| Classification number |
QP 620 |
| Number source |
rvk |
| 092 ## - LOCALLY ASSIGNED DEWEY CALL NUMBER (OCLC) |
|---|
| Classification number |
659.1 BELCH |
| 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 |
10th 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. |
c2012. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxxvi, 842 p. : |
| Other physical details |
col. ill. ; |
| Dimensions |
29 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
"McGraw-Hill international edition" --Cover. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (p. 783-813) and indexes. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part 1: Introduction to Integrated Marketing Communication Chapter 1: An Introduction to Integrated Marketing Communications Chapter 2: The Role of IMC in the Marketing Process Part 2: Integrated Marketing Program Situation Analysis Chapter 3: Organizing for Advertising and Promotion: the Role of Ad Agencies and Other Marketing Communication Organizations Chapter 4: Perspectives on Consumer Behavior Part 3: Analyzing the Communication Process Chapter 5: The Communication Process Chapter 6: Source, Message, and Channel Factors Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs Chapter 7: Establishing Objectives and Budgeting for the Promotional Program Part 5: Developing the Integrated marketing Communications Program Chapter 8: Creative Strategy: Planning and Development Chapter 9: Creative Strategy: Implementation and Evaluation Chapter 10: Media Planning and Strategy Chapter 11: Evaluation of Broadcast Media Chapter 12: Evaluation of Print Media Chapter 13: Support Media Chapter 14: Direct Marketing Chapter 15: The Internet and Interactive Media Chapter 16: Sales Promotion Chapter 17: Public Relations, Publicity, and Corporate Advertising Chapter 18: Personal Selling Part 6: Monitoring, Evaluation, and Control Chapter 19: Measuring the Effectiveness of the Promotional Program Part 7: Special Topics and Perspectives Chapter 20: International Advertising and Promotion Chapter 21: Regulation of Advertising and Promotion Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion. |
| 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. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
General book |