MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02605cam a2200385 i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
17558748 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20180725110818.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
121211s2014 enka b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2012049569 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780273786986 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0273786989 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| Description conventions |
rda |
| Modifying agency |
DLC |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.123 |
| Item number |
.C58 2014 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
23 |
| Item number |
C.K.I |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Clow, Kenneth E. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Integrated advertising, promotion, and marketing communications / |
| Statement of responsibility, etc |
Kenneth E. Clow, University of Louisiana at Monroe, Donald Baack, Pittsburg State University. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Sixth edition. |
| 264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Boston : |
| Name of publisher, distributor, etc |
Pearson, |
| Date of publication, distribution, etc |
[2014] |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
480 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
28 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Source |
rdacarrier |
| 500 ## - GENERAL NOTE |
|---|
| General note |
business bookfair2015 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (pages 438-451) and indexes. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part I. The IMC Foundation --1. Integrated Marketing Communications -- 2. Corporate Image and Brand Management -- 3. Buyer Behaviors -- The IMC Planning Process -- Part II. IMC Advertising Tools -- 5. Advertising Management -- 6. Advertising Design: Theoretical Frameworks and Types of Appeals -- 7. Advertising Design: Message Strategies and Executional Frameworks -- Part III. IMC Media Tools -- 8. Traditional Media Channels -- 9. Digital Marketing -- 10. Alternative Marketing -- Part IV. IMC Promotional Tools -- 11. Database and Direct Response Marketing and Personal Selling --12. Sales Promotions -- 13. Public Relations and Sponsorship Programs -- Part V. IMC Ethics, Regulation, and Evaluation -- 14. Regulations and Ethical Concerns --15. Evaluating an Integrated Marketing Program |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
For undergraduate Advertising and Integrated Marketing Communication courses. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States Examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Baack, Donald. |
| 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 (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Books |