Advertising and promotion : (Record no. 51582)

000 -LEADER
fixed length control field 02879cam a22003858i 4500
001 - CONTROL NUMBER
control field 19450109
003 - CONTROL NUMBER IDENTIFIER
control field CITU
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20220422142006.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 170113s2018 nyu 000 0 eng
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2016054719
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781259921698
040 ## - CATALOGING SOURCE
Original cataloging agency DLC
Language of cataloging eng
Description conventions rda
Transcribing agency DLC
041 ## - LANGUAGE CODE
Language code of text/sound track or separate title eng
042 ## - AUTHENTICATION CODE
Authentication code pcc
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5823
Item number .B387 2018
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.1
Edition number 23
100 1# - MAIN ENTRY--PERSONAL NAME
Preferred name for the person Belch, George E.
Fuller form of name (George Edward),
Dates associated with a name 1951-
Relator term author.
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 Eleventh edition.
263 ## - PROJECTED PUBLICATION DATE
Projected publication date 1701
264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc New York, NY :
Name of publisher, distributor, etc McGraw-Hill Education,
Date of publication, distribution, etc [2018]
264 #4 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Date of publication, distribution, etc c2018
300 ## - PHYSICAL DESCRIPTION
Extent xli, 764, G-1 to G-13, E to E-32, N-1 to N-17, S to S-21 pages :
Other physical details color illustrations ;
Dimensions 29 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
505 0# - CONTENTS
Formatted contents note Part 1: An Introduction to Integrated Marketing CommunicationsChapter 1: An Introduction to Integrated Marketing CommunicationsChapter 2: The Role of IMC in the Marketing ProcessPart 2: Integrated Marketing Communications Program Situation AnalysisChapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication OrganizationsChapter 4: Perspectives on Consumer BehaviorPart 3: Analyzing the Communication ProcessChapter 5: The Communication ProcessChapter 6: Source, Message, and Channel FactorsPart 4: Objectives and Budgeting for Integrated Marketing Communications ProgramsChapter 7: Establishing Objectives and Budgeting for the Promotional ProgramPart 5: Developing the Integrated Marketing Communications ProgramChapter 8: Creative Strategy: Planning and DevelopmentChapter 9: Creative Strategy: Implementation and EvaluationChapter 10: Media Planning and StrategyChapter 11: Evaluation of Media: Television and RadioChapter 12: Evaluation of Media: Magazines and NewspapersChapter 13: Support MediaChapter 14: Direct MarketingChapter 15: The Internet: Digital and Social MediaChapter 16: Sales PromotionChapter 17: Public Relations, Publicity, and Corporate AdvertisingPart 6: Monitoring, Evaluation, and ControlChapter 18: Measuring the Effectiveness of the Promotional ProgramPart 7: Special Topics and PerspectivesChapter 19: International Advertising and PromotionChapter 20: Regulation of Advertising and Promotion Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and PromotionChapter 22: Personal Selling (Online)
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.,
Relator term author.
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
a 7
b cbc
c orignew
d 1
e ecip
f 20
g y-gencatlg
942 ## - ADDED ENTRY ELEMENTS
Source of classification or shelving scheme
Item type BOOK
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Permanent Location Current Location Shelving location Date acquired Source of acquisition Cost, normal purchase price Inventory number Full call number Barcode Date last seen Price effective from Item type
          COLLEGE LIBRARY COLLEGE LIBRARY SUBJECT REFERENCE 2018-08-01   2625.00 48878 659.1 B4106 2018 CITU-CL-48878 2020-10-24 2020-10-24 BOOK