000 -LEADER |
fixed length control field |
01877nam a22003378a 4500 |
FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
fixed length control field |
101004s2012 nyu 001 0 eng |
LIBRARY OF CONGRESS CONTROL NUMBER |
LC control number |
2010040703 |
INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
9780073404868 (alk. paper) |
INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
0073404861 (alk. paper) |
CATALOGING SOURCE |
Original cataloging agency |
DLC |
Transcribing agency |
DLC |
LIBRARY OF CONGRESS CALL NUMBER |
Classification number |
HF5823 |
Item number |
.B387 2012 |
DEWEY DECIMAL CLASSIFICATION NUMBER |
Classification number |
659.1 |
Edition number |
22 |
SYSTEM CONTROL NUMBER |
System control number |
(IMchF)fol13404051 |
DATE AND TIME OF LATEST TRANSACTION |
control field |
20170126095512.0 |
CONTROL NUMBER |
control field |
35207 |
CONTROL NUMBER IDENTIFIER |
control field |
UOWD |
MAIN ENTRY--PERSONAL NAME |
Personal name |
Belch, George E. |
Fuller form of name |
(George Edward), |
Dates associated with a name |
1951- |
TITLE STATEMENT |
Title |
Advertising and promotion : |
Remainder of title |
an integrated marketing communications perspective / |
Statement of responsibility, etc |
George E. Belch & Michael A. Belch. |
EDITION STATEMENT |
Edition statement |
9th ed. |
PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
Place of publication, distribution, etc |
New York : |
Name of publisher, distributor, etc |
McGraw-Hill Irwin, |
Date of publication, distribution, etc |
c2012. |
PROJECTED PUBLICATION DATE |
Projected publication date |
1201 |
PHYSICAL DESCRIPTION |
Extent |
xxxiv, 828 p. : |
Other physical details |
col. ill. ; |
Dimensions |
27 cm. |
GENERAL NOTE |
General note |
Includes index. |
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. |
STUDY PROGRAM INFORMATION NOTE |
Program name |
MARK333 MARK940 MMC928 |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name as entry element |
Advertising. |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name as entry element |
Sales promotion. |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name as entry element |
Communication in marketing. |
ADDED ENTRY--PERSONAL NAME |
Personal name |
Belch, Michael A. |
ADDED ENTRY ELEMENTS (KOHA) |
Koha item type |
REGULAR |