IMC : (Record no. 6138)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02420nam a2200205 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780071123310 |
| Terms of availability | TZS 60,000/= |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MUL |
| Language of cataloging | eng. |
| Description conventions | AACR |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.827 DUN |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Duncan Tom |
| 245 ## - TITLE STATEMENT | |
| Title | IMC : |
| Sub Title | using advertising and promotion to build brands |
| Statement of responsibility, etc | / Tom Duncan |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Boston : |
| Name of publisher | McGraw-Hill, |
| Year of publication | 2002. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xxxii, 783 p. : |
| Other physical details | chiefly col. ill. ; |
| Dimensions | 29 cm. |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE | |
| Title | McGraw-Hill/Irwin series in marketing |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes index. |
| 505 ## - Formatted Contents | |
| Formatted contents note | Part One FROM MARKETING COMMUNICATION TO IMC 1 (118)<br/> From Marketing Communication to IMC<br/> 2 (36)<br/> Brands and Stakeholder Relationships<br/> 38 (40)<br/> IMC Partners and Cross-Functional Organization<br/> 78 (41)<br/>Part Two STRATEGIC FOUNDATIONS OF IMC 119 (188)<br/> The Brand Communication Process<br/> 120 (36)<br/> The Brand Decision Process<br/> 156 (36)<br/> IMC Planning<br/> 192 (40)<br/> Segmenting and Targeting<br/> 232 (38)<br/> Data-Driven Communication<br/> 270 (37)<br/>Part Three CREATING, SENDING, AND RECEIVING BRAND MESSAGES 307 (192)<br/> IMC Message Strategy<br/> 308 (26)<br/> Brand Message Execution<br/> 334 (34)<br/> Media Characteristics<br/> 368 (44)<br/> The Internet and Interactive Media<br/> 412 (42)<br/> Media Planning<br/> 454 (45)<br/>Part Four MARKETING COMMUNICATION FUNCTIONS 499 (160)<br/> Advertising: The Awareness Builder<br/> 500 (28)<br/> Public Relations: The Credibility Builder<br/> 528 (36)<br/> Sales Promotion: Intensifying Consideration<br/> 564 (30)<br/> The Personal Connection: Direct Response and Personal Sales<br/> 594 (36)<br/> Experiential Contact: Events, Sponsorships, and Customer Service<br/> 630 (29)<br/>Part Five THE BIG PICTURE 659 (102)<br/> Social, Ethical, and Legal Issues<br/> 660 (30)<br/> International Marketing Communication<br/> 690 (32)<br/> Measurement, Evaluation, and Effectiveness<br/> 722 (39)<br/>Glossary 761 (8)<br/>Index 769 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | IMC goes beyond most books on the market today to concentrate not only on functions but also on integration and organization - the very foundations of effective marketing. Answering questions of "when to use, how to use, and who should be involved, " it provides concrete tools and strategies for managing the ongoing dialogue between buyers and sellers, creating and sending convincing brand messages, developing IT and database-driven communication -- and truly integrating the consumer into all aspects of B2B and B2C marketing. |
| 546 ## - LANGUAGE NOTE | |
| Language note | eng. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Branding (Marketing) |
| 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 | 10/28/2008 | VUA | 658.827 DUN | 0058388 | 1 | 12/06/2022 | Book |