Advertising and promotion : (Record no. 348299)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 01522 a2200193 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0072314451 (hardcover) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780072314458 (hardcover) |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (RLIN) | |
| -- | 5903 |
| -- | 5903 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Belch, George E. |
| 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 | 5th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | [S.l.] : |
| Name of publisher, distributor, etc. | Irwin Professional Pub, |
| Date of publication, distribution, etc. | 2000. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 880 p. ; |
| Dimensions | 28 cm. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Belch, Michael A. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Amazon.com |
| Uniform Resource Identifier | <a href="http://www.amazon.com/exec/obidos/ASIN/0072314451/chopaconline-20">http://www.amazon.com/exec/obidos/ASIN/0072314451/chopaconline-20</a> |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Institution code [OBSOLETE] | NBS |
| Koha item type | Book |
| Call number prefix | 659.1 BEL |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Central Library (CL) | Central Library (CL) | 08/28/2013 | 659.1 BEL | NBS5144 | 08/28/2013 | 08/28/2013 | Book |