MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02109nam a22002897a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20190502111305.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
190423b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781526438652 |
| 040 ## - CATALOGING SOURCE |
|---|
| Transcribing agency |
MSU |
| Language of cataloging |
English |
| Description conventions |
rda |
| 041 ## - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
eng |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.123 ROS |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Rossiter, John R. |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Marketing communications : |
| Remainder of title |
objectives, strategy, tactics |
| Statement of responsibility, etc. |
John R Rossiter, Larry Percy and Lars Bergkvist |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Los Angeles |
| Name of publisher, distributor, etc. |
Sage |
| Date of publication, distribution, etc. |
2018 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
566 pages. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part I: Marcoms and BrandingChapter 1: Marketing Communications and Campaign PlanningChapter 2: Branding and Brand PositioningPart II: Marcoms Campaign ObjectivesChapter 3: Campaign Target Audience Selection and Action ObjectivesChapter 4: Campaign Communication ObjectivesPart III: Creative StrategyChapter 5: Key Benefit Claim and The Creative IdeaChapter 6: Brand Awareness and Brand Attitude (Grid) TacticsChapter 7: Attention Tactics and PretestingPart IV: Sales Promotion StrategyChapter 8: Manufacturer and Retailer PromotionsPart V: Media StrategyChapter 9: Media-Type Selection and the Reach PatternChapter 10: Effective Frequency and Strategic Scheduling RulesPart VI: Campaign ManagementChapter 11: Setting the Campaign BudgetChapter 12: Campaign TrackingPart VII: Other MarcomsChapter 13: Corporate Image Advertising, Sponsorships, and PRChapter 14: Personal Selling and Customer Database MarketingChapter 15: Social Marketing and Ethics |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Communication in marketing |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Percy, Larry |
| Relator term |
author |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Bergkvist, Lars |
| Relator term |
author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Book |