Verfügbarkeit: Advertising communications & promotion management

Advertising communications & promotion management:

Gespeichert in:

Bibliographische Detailangaben
Beteiligte Personen:	Rossiter, John R. (VerfasserIn), Percy, Larry (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Boston [u.a.] Irwin McGraw-Hill c1998
Ausgabe:	2. ed., internat. ed
Schriftenreihe:	McGraw-Hill series in marketing McGraw-Hill international editions : Advertising and marketing series
Schlagwörter:	Werbung Kommunikation Kommunikationspolitik Marketing Unternehmen Sales-promotion
Links:	http://www.gbv.de/dms/bowker/toc/9780070539433.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017997252&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Beschreibung:	Includes bibliographical references and indexes
Umfang:	xvi, 640 p. ill., graph. Darst., Tab 26 cm
ISBN:	0071155147 007053943X

Internformat

MARC


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Datensatz im Suchindex

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adam_text	IMAGE 1 PREFACE ADVERTISING COMMUNICATIONS AND PROMOTIONS P. 3 MARKETING OBJECTIVES AND BUDGET P. 25 TARGET AUDIENCE SELECTION AND ACTION OBJECTIVES P. 57 BEHAVIORAL SEQUENCE MODEL FOR SPECIFIC TARGETING P. 83 COMMUNICATION OBJECTIVES P. 109 POSITIONING P. 140 THE CREATIVE IDEA P. 177 CREATIVE EXECUTION TACTICS: BRAND AWARENESS AND LOW-INVOLVEMENT PERSUASION P. 212 CREATIVE EXECUTION TACTICS: HIGH-INVOLVEMENT PERSUASION P. 244 CREATIVE EXECUTION: ATTENTION AND THE STRUCTURE OF ADS P. 279 CORPORATE ADVERTISING COMMUNICATIONS P. 323 MANUFACTURER S PROMOTIONS P. 352 RETAILER S PROMOTIONS P. 382 DIRECT MARKETING PROMOTIONS P. 404 ADVERTISING AND IMC MEDIA SELECTION P. 419 MEDIA STRATEGY: THE RESEARCH PATTERN AND EFFECTIVE FREQUENCY P. 446 MEDIA PLAN IMPLEMENTATION P. 477 ADVERTISING STRATEGY RESEARCH P. 505 CONCEPT DEVELOPMENT RESEARCH, MJTS, AND AD TESTING P. 538 CAMPAIGN TRACKING AND EVALUATION P. 585 ACANDP PLAN P. 611 INDEX P. 625 TABLE OF CONTENTS PROVIDED BY BLACKWELL S BOOK SERVICES AND R.R. BOWKER. USED WITH PERMISSION.
any_adam_object	1
author	Rossiter, John R. Percy, Larry
author_facet	Rossiter, John R. Percy, Larry
author_role	aut aut
author_sort	Rossiter, John R.
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building	Verbundindex
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classification_rvk	QP 630
ctrlnum	(OCoLC)245760495 (DE-599)GBV248852671
discipline	Wirtschaftswissenschaften
edition	2. ed., internat. ed
format	Book
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id	DE-604.BV035720447
illustrated	Illustrated
indexdate	2024-12-20T13:48:53Z
institution	BVB
isbn	0071155147 007053943X
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-017997252
oclc_num	245760495
open_access_boolean
owner	DE-703
owner_facet	DE-703
physical	xvi, 640 p. ill., graph. Darst., Tab 26 cm
publishDate	1998
publishDateSearch	1998
publishDateSort	1998
publisher	Irwin McGraw-Hill
record_format	marc
series2	McGraw-Hill series in marketing McGraw-Hill international editions : Advertising and marketing series
spellingShingle	Rossiter, John R. Percy, Larry Advertising communications & promotion management Werbung (DE-588)4065541-6 gnd Kommunikation (DE-588)4031883-7 gnd Kommunikationspolitik (DE-588)4232471-3 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Sales-promotion (DE-588)4076968-9 gnd
subject_GND	(DE-588)4065541-6 (DE-588)4031883-7 (DE-588)4232471-3 (DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4076968-9
title	Advertising communications & promotion management
title_auth	Advertising communications & promotion management
title_exact_search	Advertising communications & promotion management
title_full	Advertising communications & promotion management John R. Rossiter ; Larry Percy
title_fullStr	Advertising communications & promotion management John R. Rossiter ; Larry Percy
title_full_unstemmed	Advertising communications & promotion management John R. Rossiter ; Larry Percy
title_short	Advertising communications & promotion management
title_sort	advertising communications promotion management
topic	Werbung (DE-588)4065541-6 gnd Kommunikation (DE-588)4031883-7 gnd Kommunikationspolitik (DE-588)4232471-3 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Sales-promotion (DE-588)4076968-9 gnd
topic_facet	Werbung Kommunikation Kommunikationspolitik Marketing Unternehmen Sales-promotion
url	http://www.gbv.de/dms/bowker/toc/9780070539433.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017997252&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT rossiterjohnr advertisingcommunicationspromotionmanagement AT percylarry advertisingcommunicationspromotionmanagement

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