Advertising management (Record no. 410)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02137nam a22001931a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 220501s2008 xx 000 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| -- | 310.00 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | SOIL (School of Inspired Leadership) |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Item number | BAT-A |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Batra, Rajeev |
| 245 ## - TITLE STATEMENT | |
| Title | Advertising management |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc | Pearson |
| Date of publication, distribution, etc | 2008 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent / Pages | 768 |
| 500 ## - GENERAL NOTE | |
| General note | Baker's name appears first on 4th ed. Includes bibliographical references and index. Ch. 1. The Field of Advertising Management -- Ch. 2. Advertising Planning and Decision Making -- Readings: "What Happened to Advertising?" -- Readings: "Do You Need Your Ad Agency?" -- Ch. 3. Integrated Marketing Communications -- Ch. 4. Setting Goals and Objectives -- Appendix: Regional Brand of Beer -- Cranberries -- Diagnostic Case -- Ch. 5. How Advertising Works: Some Research Results -- Ch. 6. Segmentation and Positioning -- Ch. 7. Attention and Comprehension -- Ch. 8. Understanding Benefit-Based Attitudes -- Appendix: New Developments in Conjoint Analysis -- Ch. 9. Associating Feelings with the Brand -- Ch. 10. Brand Equity, Image, and Personality -- Ch. 11. Group Influence and Word-of-Mouth Advertising -- Cases: Seven-up -- Cases: Canada Packers: Tenderflake -- Reading: "High Performance Marketing: An Interview with Nike's Phil Knight" -- Ch. 12. Creative Approaches -- Ch. 13. The Art of Copywriting -- Ch. 14. Advertising Copy Testing and Diagnosis. Appendix: Notes on Four Copy-Testing Services -- Ch. 15. Production and Implementation -- Reading: "In Advertising, What Distinguishes a Great Client?" -- Cases: Perdue Food -- Cases: Levi Strauss & Co. -- Ch. 16. Media Strategy: Setting Media Budgets -- Appendix: A Model of Adaptive Control -- Ch. 17. Media Tactics: Allocating Media Budgets -- Reading: "Checking in at Checkerboard Square" -- Appendix: Sources of Media Data -- Ch. 18. Advertising Regulation -- Ch. 19. Advertising and Society -- Ch. 20. Global Marketing and Advertising -- Reading: "A Blueprint for Campaigns that Travel Around the World" |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising - Management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | |
| Koha item type | Books |
| 245 ## - TITLE STATEMENT | |
| -- | [Text] |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Date last seen | Bill Date | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| SOIL Library | SOIL Library | 17/12/2009 | 310.00 | 659.1 BAT-A | S000232 | 01/07/2022 | 17/12/2009 | Books |