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 |