MARC details
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
100227s2009 nyua b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780071284400 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0071284400 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(Sirsi) u3938 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
EG-CaNU |
| Transcribing agency |
EG-CaNU |
| Modifying agency |
EG-CaNU |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
ncode |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Belch, George E. |
| Fuller form of name |
(George Edward), |
| Dates associated with a name |
1951- |
| 9 (RLIN) |
7757 |
| 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 |
8th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
New York ; |
| -- |
London : |
| Name of publisher, distributor, etc. |
McGraw-Hill Irwin, |
| Date of publication, distribution, etc. |
c2009. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxv, 838 p. : |
| Other physical details |
ill. (chiefly col.) ; |
| Dimensions |
28 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
"McGraw-Hill international ed."--Cover. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
The Role of IMC in Marketing -- Integrated Marketing Program Situation Analysis -- Analyzing the Communication Process -- Objectives and Budgeting for Integrated Marketing Communications Programs -- Developing the Integrated marketing Communications Program -- Monitoring, Evaluation, and Control -- Special Topics and Perspectives. |
| 520 3# - SUMMARY, ETC. |
|---|
| Summary, etc. |
Belch/Belch 8th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); 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. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 596 ## - |
|---|
| -- |
1 |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Developing the Integrated marketing Communications Program. |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Objectives and Budgeting for Integrated Marketing Communications Programs |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Analyzing the Communication Process |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Integrated Marketing Program Situation Analysis. |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
The Role of IMC in Marketing |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Communication in marketing. |
| 9 (RLIN) |
7758 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Sales promotion. |
| 9 (RLIN) |
486 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 9 (RLIN) |
1283 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Belch, Michael A. |
| 9 (RLIN) |
7759 |