Strategic advertising management / (Record no. 6486)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 01881cam a2200265 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780199532575 |
| Terms of availability | TZS 20,692.80 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MUL |
| Language of cataloging | eng |
| Description conventions | AACR |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 PER |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Percy, Larry. |
| 245 10 - TITLE STATEMENT | |
| Title | Strategic advertising management / |
| Statement of responsibility, etc | Larry Percy and Richard Elliott. |
| 250 ## - Edition Statement | |
| Edition statement | 3rd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Oxford : |
| Name of publisher | Oxford University Press, |
| Year of publication | c2009. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xviii, 424 p. : |
| Other physical details | ill. (some col.) ; |
| Dimensions | 25 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references and index. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | "Strategic Advertising Management presents a strong theoretical foundation for the development of effective marketing communication. The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book treats the subject as an integrated whole, looking at how the various aspects of advertising fit together." "In this latest edition the topic of promotion has been woven throughout the text. A new chapter on message delivery has been introduced, looking at basic types of promotion as well as alternative ways of delivering advertising and promotion type messages, such as sponsorships and event marketing. A new chapter on understanding cultural differences has also been included for the new edition, giving consideration to issues of culture in respect of advertising strategy and execution. Case studies have been introduced to allow students to critically reflect on the material being covered in each chapter."--BOOK JACKET |
| 546 ## - LANGUAGE NOTE | |
| Language note | eng |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Sales promotion. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Advertising |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Strategic planning. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Communication in marketing. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Elliott, Richard H. |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://www.loc.gov/catdir/toc/ecip0827/2008038449.html |
| 856 42 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://www.loc.gov/catdir/enhancements/fy0907/2008038449-d.html |
| 942 ## - ADDED ENTRY ELEMENTS | |
| Item type | Book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Source of acquisition | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 11/09/2010 | Consortium Books | 659.1 PER | 0065870 | 1 | 12/08/2022 | Book |