Marketing Communications: Objectives, Strategy, Tactics (Record no. 117575)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20200629124417.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 191009b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781526438652 |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | 658.8 |
| Item number | MAR |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| Item number | MAR |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Rossiter, John R. |
| 9 (RLIN) | 43588 |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing Communications: Objectives, Strategy, Tactics |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc. | Sage Publications India Pvt. Ltd. |
| Date of publication, distribution, etc. | 2018 |
| Place of publication, distribution, etc. | New Delhi |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 566p |
| 500 ## - GENERAL NOTE | |
| General note | Part I: Marcoms and Branding<br/>1. Marketing Communications and Campaign Planning<br/>2. Branding and Brand Positioning<br/>Part II: Marcus Campaign Objectives<br/>3. Campaign Target Audience Selection and Action Objectives<br/>4. Campaign Communication Objectives<br/>Part III: Creative Strategy<br/>5. Key Benefit Claim and The Creative Idea<br/>6. Brand Awareness and Brand Attitude (Grid) Tactics<br/>7. Attention Tactics and Pretesting<br/>Part IV: Sales Promotion Strategy<br/>8. Manufacturer and Retailer Promotions<br/>Part V: Media Strategy<br/>9. Media-Type Selection and the Reach Pattern<br/>10. Effective Frequency and Strategic Scheduling Rules<br/>Part VI: Campaign Management<br/>11. Setting the Campaign Budget<br/>12. Campaign Tracking<br/>Part VII: Other Marcum’s<br/>13. Corporate Image Advertising Sponsorships and PR<br/>14. Personal Selling and Customer Database Marketing<br/>15. Social Marketing and Ethics |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Percy, Larry |
| 9 (RLIN) | 43589 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Bergkvist, Lars |
| 9 (RLIN) | 43590 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Call number prefix | 658.8 |
| Call number suffix | MAR |
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