| 000 -LÍDER |
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| Campo fijo de descripción fija |
01937nam#a2200265 4500 |
| 001 - NÚMERO DE CONTROL |
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| Campo de control |
9781260590050 |
| 003 - IDENTIFICADOR DEL NÚMERO DE CONTROL |
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| Campo de control |
VST |
| 005 - FECHA Y HORA DE LA ULTIMA TRANSACCIÓN |
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| control field |
20240703092236.0 |
| 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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| Campo fijo de descripción fija |
cr#un#---uucau |
| 008 - ELEMENTOS DE LONGITUD FIJA -- INFORMACIÓN GENERAL |
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| Campo fijo de descripción fija -- Información general |
200401s2020 eng d |
| 020 ## - |
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| -- |
9781260590050 |
| 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 |
William Arens; Michael Weigold; Christian Arens |
| 245 10 - TÍTULO PROPIAMENTE DICHO |
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| Título |
Contemporary Advertising, 16th Edition |
| Designación General del Material |
[Libro Electrónico - McGraw-Hill] |
| 250 ## - MENCIÓN DE EDICIÓN |
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| Mención de edición |
16th edition |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. (PIE DE IMPRENTA) |
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| Lugar de publicación, distribución, etc. |
United Kingdom of Great Britain & Northern Ireland : |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
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| Place of production, publication, distribution, manufacture |
United Kingdom of Great Britain & Northern Ireland : |
| Name of producer, publisher, distributor, manufacturer |
McGraw-Hill Higher Education (International), |
| Date of production, publication, distribution, manufacture, or copyright notice |
2020 |
| 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 |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Media type term |
computer |
| Media type code |
c |
| Source |
rdamedia |
| 520 ## - NOTA DE RESUMEN, ETC. |
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| Nota de sumario, etc. |
This product is the “big version” (18 chapters) intended for courses in Advertising and Integrated Marketing Communication. The course is taken by students in liberal arts, journalism, mass communication, and business programs. However, due to its practical, hands-on approach, depth of coverage, and marketing management emphasis, it is also widely used in university extension courses, and courses on advertising management. The wealth of award-winning advertisements also makes it a resource guide to the best work in the field for students in art and graphic design courses. The rate of change in advertising and IMC over the past several years has been MASSIVE, so this revision is the most significant to date. All data, examples,statistics, images and vignettes updated to reflect the latest information available. There is also significantly more coverage of digital and social media, consumer privacy and data protection, ethics, diversity and global. |
| 650 #4 - ASIENTO SECUNDARIO DE MATERIA - TERMINO TEMÁTICO |
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| Término temático o nombre geográfico como elemento de entrada |
Business & Economics/Marketing/General |
| 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=9781260590050">https://bc.vitalsource.com/tenants/bibcent_ex/libraries?bookmeta_vbid=9781260590050</a> |