| 000 -LEADER |
|---|
| fixed length control field |
02410fam a2200253 a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20200107130747.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
951011s2006 ii a b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9788177588507 |
| 041 ## - Language |
|---|
| Language code of text/sound track or separate title |
eng |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5823 |
| Item number |
.A13 1996 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
20 |
| Item number |
B334 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Batra, Rajeev. |
| 9 (RLIN) |
28705 |
| 245 10 - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Title |
Advertising management / |
| Statement of responsibility, etc |
Rajeev Batra, John G. Myers, David A. Aaker. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
5th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New Delhi : |
| Name of publisher, distributor, etc |
Dorling Kindersley, |
| Date of publication, distribution, etc |
2006. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiii, 768 p. : |
| Other physical details |
ill. ; |
| Dimensions |
25 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
Ch. 1. |
| Title |
The Field of Advertising Management -- |
| Miscellaneous information |
Ch. 2. |
| Title |
Advertising Planning and Decision Making -- |
| -- |
Readings: "What Happened to Advertising?" -- |
| -- |
Readings: "Do You Need Your Ad Agency?" -- |
| Miscellaneous information |
Ch. 3. |
| Title |
Integrated Marketing Communications -- |
| Miscellaneous information |
Ch. 4. |
| Title |
Setting Goals and Objectives -- |
| -- |
Appendix: Regional Brand of Beer -- |
| -- |
Cranberries -- |
| -- |
Diagnostic Case -- |
| Miscellaneous information |
Ch. 5. |
| Title |
How Advertising Works: Some Research Results -- |
| Miscellaneous information |
Ch. 6. |
| Title |
Segmentation and Positioning -- |
| Miscellaneous information |
Ch. 7. |
| Title |
Attention and Comprehension -- |
| Miscellaneous information |
Ch. 8. |
| Title |
Understanding Benefit-Based Attitudes -- |
| -- |
Appendix: New Developments in Conjoint Analysis -- |
| Miscellaneous information |
Ch. 9. |
| Title |
Associating Feelings with the Brand -- |
| Miscellaneous information |
Ch. 10. |
| Title |
Brand Equity, Image, and Personality -- |
| Miscellaneous information |
Ch. 11. |
| Title |
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" -- |
| Miscellaneous information |
Ch. 12. |
| Title |
Creative Approaches -- |
| Miscellaneous information |
Ch. 13. |
| Title |
The Art of Copywriting -- |
| Miscellaneous information |
Ch. 14. |
| Title |
Advertising Copy Testing and Diagnosis -- |
|
|---|
| Title |
Appendix: Notes on Four Copy-Testing Services -- |
| Miscellaneous information |
Ch. 15. |
| Title |
Production and Implementation -- |
| -- |
Reading: "In Advertising, What Distinguishes a Great Client?" -- |
| -- |
Cases: Perdue Food -- |
| -- |
Cases: Levi Strauss & Co. -- |
| Miscellaneous information |
Ch. 16. |
| Title |
Media Strategy: Setting Media Budgets -- |
| -- |
Appendix: A Model of Adaptive Control -- |
| Miscellaneous information |
Ch. 17. |
| Title |
Media Tactics: Allocating Media Budgets -- |
| -- |
Reading: "Checking in at Checkerboard Square" -- |
| -- |
Appendix: Sources of Media Data -- |
| Miscellaneous information |
Ch. 18. |
| Title |
Advertising Regulation -- |
| Miscellaneous information |
Ch. 19. |
| Title |
Advertising and Society -- |
| Miscellaneous information |
Ch. 20. |
| Title |
Global Marketing and Advertising -- |
| -- |
Reading: "A Blueprint for Campaigns that Travel Around the World" |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising |
| General subdivision |
Management. |
| 9 (RLIN) |
12923 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Myers, John G., |
| Dates associated with a name |
1933- |
| 9 (RLIN) |
28706 |
| Relator term |
author |
|
|---|
| Personal name |
Aaker, David A. |
| 9 (RLIN) |
2933 |
| Relator term |
author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Item type |
Book |
