MARC details
| 000 -LEADER |
|---|
| fixed length control field |
04378cam a2200397 i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
1257315169 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OCoLC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20250826161558.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
210614s2022 nyu b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2021028814 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780367436230 |
| Qualifying information |
(hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780367436230 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780367436230 |
| Qualifying information |
(paperback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
036743623X |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| Canceled/invalid ISBN |
9780367443382 |
| Qualifying information |
(ebook) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
OCLCO |
| -- |
OCLCF |
| -- |
UKOBU |
| -- |
OCLCO |
| -- |
Y@Y |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF6146.I58 |
| Item number |
J87 2022 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 JUS 2022 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Juska, Jerome M., |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Integrated marketing communication : |
| Remainder of title |
advertising and promotion in a digital world / |
| Statement of responsibility, etc. |
Jerome M. Juska. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Second edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
New York, NY : |
| Name of producer, publisher, distributor, manufacturer |
Routledge, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2022. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxix, 300 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
25 cm |
| 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 |
Revised edition of the author's Integrated marketing communication, 2018. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Artificial Intelligence: Another Digital Transformation for the Future of Marketing -- Integrated Marketing Communication: Pathways for Brand Messages and Content -- Marketing Research Methods: Collecting and Analyzing Input for Decision-Making -- IMC Objectives and Budgets: Funding Methods and Allocating Financial Resources -- Segmentation Strategies: Prioritizing Target Groups for Effective Brand Communication -- Creativity Strategies and Advertising: The Storytelling Process, People, and Procedures -- Digital Media Strategies: Owned and Shared Pathways for Delivering Brand Content -- Legacy Media Strategies: Paid Pathways for National and Local Advertising Campaigns -- Sales Promotion Strategies: Motivating Shoppers to React and Respond to Special Offers -- Public Relations Strategies: Earned Media Coverage and Building Lasting Relationships -- Brand Visibility Strategies: Displaying a Physical Presence and Using Personal Contact -- B2B Communication Strategies: Retaining Customers and Discovering New Buyers. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
"Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including IMC objectives, budgets, and metrics, legacy media planning, B2B marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, instructor resource book, and interactive template for preparing an IMC Plan"-- |
| Assigning source |
Provided by publisher. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Internet advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Internet marketing. |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY |
|---|
| Relationship information |
Online version: |
| Main entry heading |
Juska, Jerome M. |
| Title |
Integrated marketing communication |
| Edition |
Second edition. |
| Place, publisher, and date of publication |
New York, NY : Routledge, 2022 |
| International Standard Book Number |
9780367443382 |
| Record control number |
(DLC) 2021028815 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Book |
| Suppress in OPAC |
No |
