| 000 -LEADER |
|---|
| fixed length control field |
12488cam a2202641Ii 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
2668 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
070328s20082008enkaf b 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0077111206 (paperback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780077111205 (paperback) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MEF |
| Language of cataloging |
eng |
| Description conventions |
rda |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
TR-IsMEF |
| 050 0# - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.123 |
| Item number |
.O89 2008 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Ouwersloot, Hans, |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Integrated marketing communications / |
| Statement of responsibility, etc. |
Hans Ouwersloot and Tom Duncan. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
European edition. |
| 264 1# - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
London : |
| Name of producer, publisher, distributor, manufacturer |
McGraw-Hill Education (UK) Ltd. ; |
| Place of production, publication, distribution, manufacture |
New York : |
| Name of producer, publisher, distributor, manufacturer |
imprint of The McGraw-Hill Co., |
| Date of production, publication, distribution, manufacture, or copyright notice |
2008. |
| 264 4# - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
©2008 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xviii, 523 pages, [16] pages of plates : |
| Other physical details |
illustration (some color) ; |
| Dimensions |
27 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Everything communicates. Any action that a company takeswill leave an impression on its consumers. IntegratedMarketing Communications is about the coherent, consistent and clear use of a company's communicationoptions. The text provides students with a solidunderstanding of all of the major marketing communicationfunctions and media alternatives, and the processes forintegrating these activities in the most effective and efficientway in order to develop long-term, profitable customer relationships that build brands and create brand equity. |
| 596 ## - - |
|---|
| - |
1 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Communication in marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| General subdivision |
Customer services. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Interactive marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Direct marketing. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Duncan, Tom, |
| Relator term |
author. |
| 900 ## - EQUIVALENCE OR CROSS-REFERENCE-PERSONAL NAME [LOCAL, CANADA] |
|---|
| Personal name |
MEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules |
| 910 ## - USER-OPTION DATA (OCLC) |
|---|
| User-option data |
Çağlayan |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Overview of the European edition, |
| Pages |
x. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Guided tour, |
| Pages |
xii. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Technology to enhance learning and teaching, |
| Pages |
xiv. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Acknowledgements, |
| Pages |
xvii. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Part 1, |
| Pages |
1. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Marketing communications builds brands, |
| Pages |
3. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-the changing world of advertising, |
| Pages |
3. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: ABN AMRO, |
| Pages |
4. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Marketing communication: the building of a brand, |
| Pages |
8. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The integrated marketing communication (IMC) concept, |
| Pages |
14. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: IKEA, |
| Pages |
17. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC and internal marketing, |
| Pages |
18. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Who are the IMC partners?, |
| Pages |
20. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: TBWA, |
| Pages |
24. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: IMC cuts through message clutter, |
| Pages |
24. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Part 2, |
| Pages |
31. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Brands and brand relationships, |
| Pages |
33. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-companies make products, but they sell brands, |
| Pages |
33. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Philips, |
| Pages |
34. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What "brand" means, |
| Pages |
37. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Brand equity, |
| Pages |
40. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Swatch, |
| Pages |
41. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How brands are created and maintained, |
| Pages |
44. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Creating brand equity, |
| Pages |
48. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The importance of relationships, |
| Pages |
49. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How brand equity is leveraged, |
| Pages |
54. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: virgin, |
| Pages |
55. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: a brand is a relationship, |
| Pages |
58. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Touch points: brand communication at work, |
| Pages |
65. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-every touch point communicates, |
| Pages |
65. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: HB ice cream, |
| Pages |
66. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Brand-customer touch points, |
| Pages |
68. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Company-created touch points, |
| Pages |
70. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Volvo Phillipines, |
| Pages |
71. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Intrinsic touch points, |
| Pages |
76. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Coca-Cola, |
| Pages |
78. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Unexpected touch points, |
| Pages |
80. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Customer-initiated touch points, |
| Pages |
80. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: everything communicates, |
| Pages |
83. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Consumer response, |
| Pages |
88. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-reactions, responses and decisions, |
| Pages |
88. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Starbucks, |
| Pages |
89. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Prospects and customers, consumers and business buyers, |
| Pages |
91. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A simple model of brand decision making, |
| Pages |
96. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Different paths to buying decisions, |
| Pages |
100. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: fireworks, |
| Pages |
107. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How MC messages influence consumer decisions, |
| Pages |
108. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: there are many routes that lead to Rome, |
| Pages |
112. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
IMC planning, |
| Pages |
118. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-knowing the score, |
| Pages |
118. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Holden Barina, |
| Pages |
119. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Starting at zero with IMC campaign planning, |
| Pages |
121. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The IMC planning process, |
| Pages |
124. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: balancing brands, |
| Pages |
136. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Hewlett-Packard, |
| Pages |
143. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: playing from the same score, |
| Pages |
144. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Part 3, |
| Pages |
149. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Creative message strategies, |
| Pages |
151. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-the creative "ROI", |
| Pages |
151. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Mastercard, |
| Pages |
152. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How to develop a creative message strategy, |
| Pages |
154. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The IMC message strategy brief, |
| Pages |
155. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Panda and Mazda, |
| Pages |
163. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The big idea takes a creative leap, |
| Pages |
164. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Holland Casino, |
| Pages |
168. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: the balancing act, |
| Pages |
170. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Message execution, |
| Pages |
175. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-telling a brand story, |
| Pages |
175. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Arnott's, |
| Pages |
176. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Brand message execution, |
| Pages |
178. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Message storytelling-the execution framework, |
| Pages |
178. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Message appeals, |
| Pages |
181. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: accenture, |
| Pages |
183. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Message design, |
| Pages |
184. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: H&M, |
| Pages |
190. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The consistency challenge, |
| Pages |
193. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: a mess of messages, |
| Pages |
196. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Media characteristics, |
| Pages |
201. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspectives-connecting with customers, |
| Pages |
201. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Heineken, |
| Pages |
202. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The media business, |
| Pages |
205. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Print media, |
| Pages |
208. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: L'Oreal, |
| Pages |
210. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Broadcast media, |
| Pages |
212. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Out-of-home media, |
| Pages |
214. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: sloggi, |
| Pages |
215. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: connectivity and creativity, |
| Pages |
220. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The internet and interactivity, |
| Pages |
225. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-adding two-way to one-way media, |
| Pages |
225. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: BMW, |
| Pages |
226. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Communication and technology, |
| Pages |
228. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: M-commerce, |
| Pages |
231. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Addressavle media and interactive media, |
| Pages |
231. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Nike, |
| Pages |
237. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Integrating online brand communication, |
| Pages |
239. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Internet privacy and security issues, |
| Pages |
244. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: internet-a world apart, |
| Pages |
246. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Media planning, |
| Pages |
251. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-planning media connections, |
| Pages |
251. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media planning: what's it all about?, |
| Pages |
251. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Imc in action-case: Rabo Mobiel, |
| Pages |
252. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A four-step planning process, |
| Pages |
255. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Heineken, |
| Pages |
273. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: media integration, |
| Pages |
274. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Part 4, |
| Pages |
281. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Building the brand: product placements, events, sponsporships and packaging, |
| Pages |
283. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-image building, |
| Pages |
283. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Red Bull, |
| Pages |
284. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
MC and the consumer decision-making process, |
| Pages |
287. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Product placements, |
| Pages |
288. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Nokia, |
| Pages |
290. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Events, |
| Pages |
291. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Sponsporship, |
| Pages |
295. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Packaging: the last ad seen, |
| Pages |
299. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Axe, |
| Pages |
302. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: adding experiences to a brand relationship, |
| Pages |
303. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Publicity and public relations, |
| Pages |
307. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-managing relationships with publics, |
| Pages |
307. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: The Body Shop, |
| Pages |
308. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The practice of public relations, |
| Pages |
311. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Brand publicity, |
| Pages |
312. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: viral marketing, |
| Pages |
316. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Corporate communication, |
| Pages |
323. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Coca-Cola, |
| Pages |
327. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: reputation and relationships, |
| Pages |
330. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Sales promotion, |
| Pages |
336. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-with a little help from my friends, |
| Pages |
336. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Coca-Cola:, |
| Pages |
337. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Sales promotion: turning attitudes into behaviour, |
| Pages |
339. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How consumer sales promotion works, |
| Pages |
340. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Nivea, |
| Pages |
343. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Determining consumer sales promotion strategies, |
| Pages |
349. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Trade promotions, |
| Pages |
352. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Trade promotions: the foundation of channel marketing, |
| Pages |
353. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: the necessity of integration, |
| Pages |
359. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Personal selling, |
| Pages |
364. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-lessons from high-powered salespeople, |
| Pages |
364. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Avon, |
| Pages |
365. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Personal selling: the primary two-way marketing communication function, |
| Pages |
367. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Thomson, |
| Pages |
372. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The personal selling process, |
| Pages |
373. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Managing the personal selling process, |
| Pages |
376. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: highest cost, greatest impact, |
| Pages |
381. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Direct marketing and customer service: the dialogue builder, |
| Pages |
385. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-making it personal, |
| Pages |
385. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: online dating, |
| Pages |
386. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Personalized and interactive, |
| Pages |
388. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: first direct, |
| Pages |
393. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Direct mail, |
| Pages |
396. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Telemarketing, |
| Pages |
398. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Informecials, |
| Pages |
401. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Evaluating direct marketing, |
| Pages |
402. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Concerns raised by direct marketing, |
| Pages |
405. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Customer service: the retention driver, |
| Pages |
406. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: communicating with integrity, |
| Pages |
412. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Part 5, |
| Pages |
417. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Social, ethical and legal issues, |
| Pages |
419. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-managing marketing communication with sensitivity, |
| Pages |
419. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: fairtrade foundation, |
| Pages |
420. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The role of marketing communication in society, |
| Pages |
423. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ethics and marketing communication, |
| Pages |
428. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Legal issues related to marketing communication, |
| Pages |
433. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: promotions, |
| Pages |
434. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Regulatory methods and agencies, |
| Pages |
436. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Marketing communication responsibilities, |
| Pages |
438. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: is it the message or the messenger?, |
| Pages |
439. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
International marketing communication, |
| Pages |
444. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-marketing to the world, |
| Pages |
444. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Whiskas, |
| Pages |
445. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
International and global marketing, |
| Pages |
447. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Cultural factors, |
| Pages |
449. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Segmenting international target markets, |
| Pages |
456. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: building brands, |
| Pages |
457. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Message design: the same or different?, |
| Pages |
460. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: the laughing cow, |
| Pages |
462. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Message delivery: media and technology, |
| Pages |
465. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Integration at the international level, |
| Pages |
467. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: think globally, act locally, |
| Pages |
469. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Measurement, evaluation and effectiveness, |
| Pages |
475. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Chapter perspective-the mandate for accountability, |
| Pages |
475. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Molsın Canadian, |
| Pages |
476. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Evaluation and measurement of brand messages, |
| Pages |
478. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: IBM, |
| Pages |
481. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Measurement and evaluation methods, |
| Pages |
484. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Evaluating the IMC process, |
| Pages |
496. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC in action-case: Philips, |
| Pages |
499. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Benefits and limitations of evaluation, |
| Pages |
502. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A final note: are you ready?, |
| Pages |
504. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Index, |
| Pages |
509. |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
KOHA |