Strategic advertising management / (Record no. 1124)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02517nam a2200289 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | MIUC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20200114093233.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 161230s2016 enka 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780198703655 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MIUC |
| Language of cataloging | eng |
| Transcribing agency | MIUC |
| 082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| 9 (RLIN) | 2864 |
| Personal name | Percy, Larry |
| 952 ## - Items | |
| Itemnumber | 1441 |
| 245 10 - TITLE STATEMENT | |
| Title | Strategic advertising management / |
| Statement of responsibility, etc. | Larry Percy, Richard Rosenbaum-Elliott. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | Fifth edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Oxford : |
| Name of publisher, distributor, etc. | Oxford University Press, |
| Date of publication, distribution, etc. | 2016. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxiv, 429 p. : |
| Other physical details | ill. b&w and col. ; |
| Dimensions | 25 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Pt. 1. Overview of Advertising and Promotion -- <br/>Ch. 1. What are Advertising and Promotion? -- <br/>Ch. 2. Perspectives on Advertising -- <br/>Ch. 3. Advertising across Cultural Borders -- <br/>Pt. 2. Planning Considerations -- <br/>Ch. 4. What it Takes for Successful Advertising and Promotion -- <br/>Ch. 5. The Strategic Planning Process -- <br/>Pt. 3. Developing the Strategic Plan -- <br/>Ch. 6. Selecting the Target Audience -- <br/>Ch. 7. Understanding Target Audience Decision Making -- <br/>Ch. 8. Determining the Best Positioning -- <br/>Ch. 9. Developing a Communication Strategy -- <br/>Ch. 10. Setting a Media Strategy -- <br/>Ch. 11. Digital Media -- <br/>Pt. 4. Making it Work -- <br/>Ch. 12. Processing the Message -- <br/>Ch. 13. Creative Tactics -- <br/>Ch. 14. Creative Execution -- <br/>Pt. 5. Integrating Advertising and Promotion -- <br/>Ch. 15. Sales Promotion and Broader Communication Mix -- <br/>Ch. 16. Campaign Strategy. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan. <br/>The most authoritative guide to strategic advertising management, with strong foundations in theory and a wide range of international examples.<br/>Presents numerous real life examples to illustrate how theory is applied, allowing students to gain a holistic appreciation of the strategic dimensions of advertising.<br/>Provides a unique international perspective that enables students to view advertising in the context of global business management. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 2865 |
| Topical term or geographic name entry element | Sales promotion |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 1343 |
| Topical term or geographic name entry element | Advertising |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 1343 |
| Topical term or geographic name entry element | Advertising |
| General subdivision | Management |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 877 |
| Topical term or geographic name entry element | Strategic planning |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 2866 |
| Topical term or geographic name entry element | Communication in marketing |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Relator code | aut |
| 9 (RLIN) | 2867 |
| Personal name | Elliott, Richard H. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Total Renewals | Full call number | Date last seen | Date last checked out | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marbella International University Centre | Marbella International University Centre | Library | 21/09/2018 | 2 | 4 | 659.1 PER str | 08/02/2022 | 14/10/2019 | 21/09/2018 | Books |