Promotion management : (Record no. 8190)

MARC details
000 -LEADER
fixed length control field 02294nam a2200217Ia 4500
003 - CONTROL NUMBER IDENTIFIER
control field NULRC
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20250520100552.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 250520s9999 xx 000 0 und d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 314778519
040 ## - CATALOGING SOURCE
Transcribing agency NULRC
050 ## - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF 5483.5 .B87 1984
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Burnett, John J.
Relator term author
245 #0 - TITLE STATEMENT
Title Promotion management :
Remainder of title a strategic approach /
Statement of responsibility, etc. John J. Burnett
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. St. Paul, Minnesota :
Name of publisher, distributor, etc. West Publishing Company,
Date of publication, distribution, etc. c1984
300 ## - PHYSICAL DESCRIPTION
Extent xvii, 615 pages :
Other physical details illustrations ;
Dimensions 26 cm.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note Includes index.
505 ## - FORMATTED CONTENTS NOTE
Formatted contents note 1. Promotion: General Considerations -- 2. The Role of Promotional Strategy in Marketing -- 3. The Marketing Environment: A Marco Perspective -- 4. The Marketing Environment: A Micro Perspective -- 5. The Role of Promotion in the Marketing Mix -- 6. market Segmentation -- 7. Posting -- 8. The Role Of Resellers in promotion -- 9. Advertising: Its Background and Structure -- 10. The Advertising Campaign: The Planned Creative Process -- 11. Advertising Media -- 12. Developing the Media Plan -- 13. Sales Promotion -- 14. Public Relations -- 15. The management of Personal Selling -- 16. The Personal Selling Process -- 17. Measuring Promotional Performance -- 18. Developing a Promotion Budget -- 19. Legal Consideration in promotion -- 20. The Role of Promotion in the Future.
520 ## - SUMMARY, ETC.
Summary, etc. Promotion Management: A Strategic Approach, attempts to deliver what the title suggests. The philosophy of this basic textbook is to provide the reader with a comprehensive understanding of the total promotional effort including the process that begins with the delineation of objectives and ends with measures of effectiveness. In addition, the many controllable and uncontrollable factors that influence this process are introduced. A necessary caveate is that, although a normative approach is used in this book, in fact most companies must be satisfied with a promotional effort that falls short of the ideal. For many companies there tends to be a strong emphasis on either personal selling or advertising, with sales promotion and public relations taking minor roles. It is only the large or very insightful companies that appear to be able and willing to employ a comprehensive promotion strategy.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element SALES PROMOTION
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Library of Congress Classification
Koha item type Books
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection Home library Current library Shelving location Date acquired Source of acquisition Total checkouts Full call number Barcode Date last seen Copy number Price effective from Koha item type
    Library of Congress Classification     Marketing Management LRC - Annex National University - Manila Relegation Room 11/14/2012 Reaccessioned   GC HF 5483.5 .B87 1984 NULIB000005949 05/20/2025 c.1 05/20/2025 Books