MARC details
| 000 -LEADER |
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| fixed length control field |
03805cam a2200361 a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
CUTN |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20180823165843.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
101029s2011 pau 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780749461935 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780749461935 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0749461934 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780749461942 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0749461942 |
| 041 ## - LANGUAGE CODE |
|---|
| Language |
English |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.802 |
| Edition number |
22 |
| Item number |
SMI |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Smith, P. R. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Marketing communications : |
| Remainder of title |
integrating offline and online with social media / |
| Statement of responsibility, etc |
PR Smith & Ze Zook. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
5th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Philadelphia, PA : |
| Name of publisher, distributor, etc |
Kogan Page, |
| Date of publication, distribution, etc |
2011. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xviii, 483 p. ; |
| Dimensions |
25 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
The fifth edition of this best-selling text has been significantly updated to include the new communication tools now available to marketing professionals. Heralding the emergence of social media as a marketing revolution, the book integrates offline tools with online tools and, of course, social media. This book opens up new opportunities for marketers to raise their game, and ultimately deliver better results. Marketing Communications covers every aspect of marketing communications in a unique challenging, and often entertaining, style. This European text, has been referred to by the Chartered Institute of Marketing as a marketing major alongside the world's best American authors. With a plethora of examples and new case studies, as well as online support material for lecturers and students, this essential textbook will guide you through everything you need to know about the changing face of marketing. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Contents |
New marketing communications -- Branding -- Customer relationship management -- Customer psychology/ buyer behaviour -- Customer communications theory -- Marketing communications research -- Media buying and planning -- Marketing communications agencies -- International marketing communications -- Marketing communications plan -- Marketing communications laws and regulations -- Communications tools -- Selling and sales management -- Advertising -- Pr (including viral marketing) -- Sponsorship -- Sales promotions -- Direct mail -- Exhibitions and conferences -- Merchandising and pos -- Packaging -- Websites and social media. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Contents |
Section - ONE: Communications Background and Theories;Chapter - 01: New marketing communications;Chapter - 02: Branding;Chapter - 03: Customer relationship management;Chapter - 04: Customer psychology and buyer behaviour;Chapter - 05: Customer communications theory;Chapter - 06: Marketing communications research;Chapter - 07: Media buying and planning;Chapter - 08: Marketing communications agencies;Chapter - 09: International marketing communications;Chapter - 10: The marketing communications plan;Chapter - 11: The changing communications environment;Section - TWO: Communications Tools;Chapter - 12: Selling, sales management and key account management;Chapter - 13: Advertising online and offline;Chapter - 14: Publicity and public relations - online and offline;Chapter - 15: Sponsorship - online and offline;Chapter - 16: Sales promotions - online and offline;Chapter - 17: Direct mail - online and offline;Chapter - 18: Exhibitions - online and offline |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Zook, Ze. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
General Books |
| 856 42 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
<a href="http://www.loc.gov/catdir/enhancements/fy1114/2010045798-b.html">http://www.loc.gov/catdir/enhancements/fy1114/2010045798-b.html</a> |
| 856 42 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
<a href="http://www.loc.gov/catdir/enhancements/fy1114/2010045798-d.html">http://www.loc.gov/catdir/enhancements/fy1114/2010045798-d.html</a> |
| 856 41 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
<a href="http://www.loc.gov/catdir/enhancements/fy1201/2010045798-t.html">http://www.loc.gov/catdir/enhancements/fy1201/2010045798-t.html</a> |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Fuller form of name |
(Paul Russell), |
| Dates associated with a name |
1957- |
| 856 42 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Contributor biographical information |
| 856 42 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Publisher description |
| 856 41 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Table of contents only |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
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| a |
7 |
| b |
cbc |
| c |
orignew |
| d |
1 |
| e |
ecip |
| f |
20 |
| g |
y-gencatlg |
