000 | 02382cam a22003734a 4500 | ||
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001 | 13380985 | ||
003 | OSt | ||
005 | 20220301133519.0 | ||
008 | 031022s2005 ilua b 001 0 eng | ||
010 | _a 2003064200 | ||
020 | _a0072537744 (alk. paper) | ||
020 | _a0071111182 (international : alk. paper) | ||
040 |
_aDLC _cLC _dDLC |
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042 | _apcc | ||
050 | 0 | 0 | _aHF5415.13.D84 |
082 | 0 | 0 |
_a658.8/27 _222 |
100 | 1 | _aDuncan, Tom | |
245 | 1 | 0 |
_aPrinciples of advertising & IMC. / _cTom Duncan. |
246 | 3 | _aPrinciples of advertising and IMC | |
250 | _a2nd ed. | ||
260 |
_aBoston: _bMcGraw-Hill/Irwin, _c2005. |
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300 |
_axxvii, 774 p. : _bcol. ill. ; _c29 cm. |
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440 | 4 | _aThe McGraw-Hill/Irwin series in marketing | |
500 | _aIncludes a CD-ROM. | ||
504 | _aIncludes bibliographical references and index. | ||
505 | _aContents: How brands are built: Using advertising and promotion to build brands -- IMC partners and industry organization -- brands and stakeholder relationship -- 2. Basic MC strategies for building brands for building brands: How brand communication works -- Consumer response -- IMC planning -- Segmenting and targeting -- data-driven communication -- 3. Creating, sending, and receiving brand messages: Creative message strategies -- Message execution -- Media characteristics -- The internet and interactivity -- Advertising and IMC media planning -- 4. The marketing communication functions: Consumer sales Promotion and packaging -- Channel marketing ; Trade promotion and Co-marketing -- Personal selling -- public relations and brand publicity -- Direct marketing; the dialogue builder -- Experiential contact; events, sponsorships, and customer service -- 5. The big picture: Social, ethical, and legal issues -- International marketing communication -- Measurement, evaluation, and effectiveness -- | ||
650 | _vBrand name products - Marketing - Management | ||
650 | _vAdvertising & IMC: Principles of advertising | ||
856 | 4 | 2 |
_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy0702/2003064200-d.html |
856 | 4 | 1 |
_3Table of contents only _uhttp://www.loc.gov/catdir/enhancements/fy0702/2003064200-t.html |
906 |
_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg |
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942 |
_2lcc _cBK |
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999 |
_c8833 _d16333 |