Marketing Communications : (Record no. 7022)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02131nam a2200241 a 4500 |
| 001 - CONTROL NUMBER | |
| control field | vtls000001896 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | VRT |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250102223155.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 081111s1998 enk | 000 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0749426993 |
| 039 #9 - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE] | |
| Level of rules in bibliographic description | 201402040055 |
| Level of effort used to assign nonsubject heading access points | VLOAD |
| Level of effort used to assign subject headings | 201005191057 |
| Level of effort used to assign classification | malmash |
| Level of effort used to assign subject headings | 200811121303 |
| Level of effort used to assign classification | venkatrajand |
| Level of effort used to assign subject headings | 200811111453 |
| Level of effort used to assign classification | musallam |
| -- | 200811111451 |
| -- | musallam |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | Hf5415.123 1993 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Smith, P. R. |
| Fuller form of name | (Paul Russell), |
| Dates associated with a name | 1957- |
| 9 (RLIN) | 18208 |
| 245 10 - TITLE STATEMENT | |
| Title | Marketing Communications : |
| Remainder of title | An Integrated Approach / |
| Statement of responsibility, etc. | P.R. Smith. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 2nd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | London : |
| Name of publisher, distributor, etc. | Kogan Page, |
| Date of publication, distribution, etc. | 1998. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xvi, 602 p. ; |
| Dimensions | 24 cm. |
| 503 ## - BIBLIOGRAPHIC HISTORY NOTE (BK CF MU) [OBSOLETE] | |
| Bibliographic history note | Previous ed.: 1993. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Part 1 Background to the communications process: the marketing communications mix; the marketing communications plan; theories of communication; buyer behaviour theory; understanding markets - market research; understanding agencies - agency relationships; understanding the media; the changing communications environment; international marketing communications. Part 2 The marketing communication tools: selling and sales management; advertising; sales promotion; direct marketing; publicity and public relations; sponsorship; exhibitions; corporate identity and corporate image; packaging; merchandising; word of mouth. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This work provides a comprehensive framework within which students and practitioners can understand the individual elements of the communications marketing mix, and their collective combination. The first part helps readers to write their own marketing communications plan, consider the international implications, and understand the fundamental theories of communication and buyer behaviour. The second section deals with the communications tools such as sales promotion, packaging, direct marketing and so on. This work includes visuals, practical tips and short case studies, and examples show successful solutions created by organizations in both industrial and consumer markets. This is a recommended text for CIM's Advanced Level Diploma. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Communication in marketing |
| 9 (RLIN) | 1273 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Suppress in OPAC | No |
| 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 | Cost, normal purchase price | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Library | Library | First Floor | 21/12/2024 | 13.60 | Hf5415.123 1993 | 2884 | 21/12/2024 | 1 | 27.20 | 21/12/2024 | Books | |||||
| Library of Congress Classification | Library | Library | First Floor | 21/12/2024 | 13.60 | Hf5415.123 1993 | 2885 | 21/12/2024 | 2 | 27.20 | 21/12/2024 | Books |