| 000 -LEADER |
|---|
| fixed length control field |
02012pam a2200313 a 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
600051 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20260406113223.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
911119s1993 ilua 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
91044518 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780195596717 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780195596717 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
600051 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415 .W56 2019 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8/02 |
| Edition number |
20 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Integrated Marketing Communication : |
| Statement of responsibility, etc. |
Maxwell Winchester (Author), Peter Ling (Author), Lara Stocchi (Author), May Oo.Lwin (Author), Wonsun Shin (Author), Hyunjin Kang (Author) |
| Remainder of title |
A balanced approach / |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Name of publisher, distributor, etc. |
Oxford University Press |
| Date of publication, distribution, etc. |
2019 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
544 p. : |
| Other physical details |
ill. ; |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Includes index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour.<br/><br/>Supported by case studies, weblinks and revision questions to assist with student understanding and encourage critical reflection, Integrated Marketing Communication critically examines the major theories of marketing communication and provides students with examples of the practical implications of these theories. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Communication in marketing. |
| Source of heading or term |
Integrated Marketing Communication |
| Form subdivision |
Integrated Marketing Communication |
| Chronological subdivision |
A balanced approach |
| Geographic subdivision |
Integrated Marketing Communication |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
7 |
| b |
cbc |
| c |
orignew |
| d |
1 |
| e |
ocip |
| f |
19 |
| g |
y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |