Advertising and promotion : (Record no. 8308)

MARC details
000 -LEADER
fixed length control field 02313nam a2200229Ia 4500
003 - CONTROL NUMBER IDENTIFIER
control field NULRC
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20250520100554.0
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 71235035
040 ## - CATALOGING SOURCE
Transcribing agency NULRC
050 ## - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF 5823 .B387 2004
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Belch, George E.
Relator term author
245 #0 - TITLE STATEMENT
Title Advertising and promotion :
Remainder of title an integrated marketing communications perspective /
Statement of responsibility, etc. George E. Belch and Michael A. Belch
250 ## - EDITION STATEMENT
Edition statement Sixth Edition / International Edition
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. Boston, Massachusetts :
Name of publisher, distributor, etc. McGraw Hill Education,
Date of publication, distribution, etc. c2004
300 ## - PHYSICAL DESCRIPTION
Extent xxvi, 779 pages :
Other physical details illustrations ;
Dimensions 25 cm.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note Includes index.
505 ## - FORMATTED CONTENTS NOTE
Formatted contents note 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 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element SALES PROMOTION
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Belch, Michael A.
Relator term co-author
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     Gen. Ed. - CBA LRC - Annex II National University - Manila General Circulation 11/21/2012 Reaccessioned   GC HF 5823 .B387 2004 NULIB000006067 05/20/2025 c.1 05/20/2025 Books