Advertising and promotion : (Record no. 1114)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02157cam a2200217 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780073381091 (alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0073381098 (alk. paper) |
| 050 00 - CALL NUMBER | |
| Classification number | HF5823 |
| Item number | .B387 |
| 100 1# - AUTHOR | |
| Personal name | Belch, George E. |
| 245 10 - TITLE | |
| Title | Advertising and promotion : |
| Remainder of title | an integrated marketing communications perspective / |
| Statement of responsibility, etc | George E. Belch & Michael A. Belch. |
| 250 ## - EDITION | |
| Edition statement | 8th ed. |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Boston : |
| Name of publisher | McGraw-Hill Irwin, |
| Year of publication | c2009. |
| 300 ## - DESCRIPTION | |
| Number of Pages | xxv, 838 p. : |
| Other physical details | col. ill. ; |
| Dimensions | 29 cm. |
| 500 ## - NOTES | |
| General note | Includes indexes. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | Part 1: The Role of IMC in Marketing Chapter 1: An Introduction of 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 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 and Marketing on the Internet Chapter 15: Internet and WWW 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 - SUBJECTS | |
| Topical Term | Advertising. |
| 650 #0 - SUBJECTS | |
| Topical Term | Sales promotion. |
| 650 #0 - SUBJECTS | |
| Topical Term | Communication in marketing. |
| 700 1# - OTHER AUTHORS | |
| Personal name | Belch, Michael A. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Collection code | Home library | Current library | Shelving location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 23/11/2012 | HF5823 .B41 | 37703 | Books | ||
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 12/02/2018 | HF5823 .B41 | Books |