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| 001 - NÚMERO DE CONTROL |
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9781456275464 |
| 003 - IDENTIFICADOR DEL NÚMERO DE CONTROL |
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| 005 - FECHA Y HORA DE LA ULTIMA TRANSACCIÓN |
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20240703092229.0 |
| 006 - ELEMENTOS DE LONGITUD FIJA - CARACTERÍSTICAS DE MATERIALES ADICIONALES - INFORMACIÓN GENERAL |
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| Campo fijo de descripción fija -- Información general |
m o d |
| 007 - CAMPO FIJO DE DESCRIPCIÓN FIJA--INFORMACIÓN GENERAL |
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| 008 - ELEMENTOS DE LONGITUD FIJA -- INFORMACIÓN GENERAL |
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190809s2017 MEX eng d |
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9781456275464 |
| 040 ## - FUENTE DE CATALOGACIÓN |
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| Agencia de catalogación original |
VST |
| Agencia que realiza la transcripción |
VST |
| Agencia que realiza la modificación |
VST |
| 100 1# - ASIENTO PRINCIPAL--NOMBRE PERSONAL |
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| Nombre del autor personal |
George E. Belch |
| 245 10 - TÍTULO PROPIAMENTE DICHO |
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| Título |
ISE Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th Edition |
| Designación General del Material |
[Libro Electrónico - McGraw-Hill] |
| 250 ## - MENCIÓN DE EDICIÓN |
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| Mención de edición |
11th edition |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. (PIE DE IMPRENTA) |
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| Lugar de publicación, distribución, etc. |
Mexico : |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
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| Place of production, publication, distribution, manufacture |
Mexico : |
| Name of producer, publisher, distributor, manufacturer |
McGraw-Hill Interamericana, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2017 |
| 300 ## - DESCRIPCIÓN FÍSICA |
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| Extensión |
1 online resource |
| 336 ## - CONTENT TYPE |
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| Content type term |
text |
| Content type code |
txt |
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rdacontent |
| 337 ## - MEDIA TYPE |
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computer |
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c |
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rdamedia |
| 520 ## - NOTA DE RESUMEN, ETC. |
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| Nota de sumario, etc. |
To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors' extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution. |
| 856 40 - LOCALIZACIÓN Y ACCESO ELECTRÓNICOS |
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| Identificador Uniforme del Recurso |
<a href="https://bc.vitalsource.com/tenants/bibcent_ex/libraries?bookmeta_vbid=9781456275464">https://bc.vitalsource.com/tenants/bibcent_ex/libraries?bookmeta_vbid=9781456275464</a> |