Advertising and promotion : (Record no. 407)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01449nam a2200217 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0072314451 (hardcover) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780072314458 (hardcover) |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 BEL |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Belch, George E. |
| 245 10 - TITLE STATEMENT | |
| Title | Advertising and promotion : |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 5th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | New York |
| Name of publisher | Irwin Professional Pub, |
| Year of publication | 2000. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | 880 p. ; |
| 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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | advertising |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | promotions |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Belch, Michael A. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://www.amazon.com/exec/obidos/ASIN/0072314451/chopaconline-20 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Collection code | Home library | Current library | Shelving location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Non-fiction | Ichemc Library | Ichemc Library | General Stacks | 07/03/2015 | 659.1 BEL | 003278 | Books |