Advertising management (Record no. 2145)

MARC details
000 -LEADER
fixed length control field 02044nam a22002297a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20220301120728.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 220301b ||||| |||| 00| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9788177588507
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.1
Item number BAT
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Batra, Rajeev
245 ## - TITLE STATEMENT
Title Advertising management
250 ## - EDITION STATEMENT
Edition statement 5th
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Name of publisher, distributor, etc. Pearson India Education Services Pvt. Ltd.
Place of publication, distribution, etc. New Delhi
Date of publication, distribution, etc. 2022
300 ## - PHYSICAL DESCRIPTION
Extent 768 p.
365 ## - TRADE PRICE
Price type code INR
Price amount 750.00
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note Table of Content<br/>INTRODUCTION.<br/>The Field of Advertising Management.<br/>Advertising Planning and Decision Making.<br/>OBJECTIVE SETTING AND MARKET POSITIONING.<br/>Integrated Marketing Communications.<br/>Setting Goals and Objectives.<br/>How Advertising Works: Some Research Results.<br/>Segmentation and Positioning.<br/>MESSAGE STRATEGY.<br/>Attention and Comprehension.<br/>Understanding Benefit-Based Attitudes.<br/>Associating Feelings with the Brand.<br/>Brand Equity, Image and Personality.<br/>Group Influence and Word-of-Mouth Advertising.<br/>MESSAGE TACTICS.<br/>Creative Approaches.<br/>The Art of Copywriting.<br/>Advertising Copy Testing and Diagnosis.<br/>Production and Implementation.<br/>MEDIA STRATEGY AND TACTICS.<br/>Media Strategy: Setting Media Budgets.<br/>Media Tactics: Allocating Media Budgets.<br/>THE BROADER ENVIRONMENT.<br/>Advertising Regulation.<br/>Advertising and Society.<br/>Global Marketing and Advertising.
520 ## - SUMMARY, ETC.
Summary, etc. The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings. The overriding objective of the book is to provide an approach to the management of advertising that is sophisticated, thoughtful, and state-of-the-art, while being practical and relevant to real-world advertising planning, decision making, and control. The book draws on and attempts to integrate three related disciplines: the behavioral sciences, marketing and advertising research, and management science.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Advertising--Management
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Myers, John G.
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Aaker, David A.
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Bill No Bill Date Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Total Checkouts Full call number Accession Number Date last seen Copy number Cost, replacement price Price effective from Koha item type
    Dewey Decimal Classification     Marketing TB5392 15-02-2022 Indian Institute of Management LRC Indian Institute of Management LRC General Stacks 03/01/2022 Technical Bureau India Pvt. Ltd. 525.00   659.1 BAT 002022 03/01/2022 1 750.00 03/01/2022 Book

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