Integrated advertising, promotion, and marketing : (Record no. 11062)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02301cam a2200217 i 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781003458593 |
| Terms of availability | TZs.142,818/= |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MUL |
| Language of cataloging | eng |
| Description conventions | AACR2 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.800954 MIS |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Mishra, Anubhav, |
| 245 10 - TITLE STATEMENT | |
| Title | Integrated advertising, promotion, and marketing : |
| Sub Title | communicating in a digital world / |
| Statement of responsibility, etc | Anubhav Mishra and Tata Sai Vijay. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | New York: |
| Name of publisher | Routledge., |
| Year of publication | c2024 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xvi,366p.: |
| Dimensions | 24cm |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references and index. |
| 505 0# - Formatted Contents | |
| Formatted contents note | An Introduction to IMC -- Strategic Importance of IMC -- Segmentation, Targeting and Positioning -- Understanding Consumers -- The Process of Communication -- Creativity and Advertising Classification -- Media Strategy and Planning -- Traditional Media -- Internet and Mobile Marketing -- Social Media Marketing -- Sales and Trade Promotion -- Direct Marketing and Personal Selling -- Outdoor and Support Media -- Publicity and public relations -- Measuring the Effectiveness of Marketing Campaign -- Ethical, Social, and Regulatory Perspectives -- Global and Cultural Challenges. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | "This book introduces the concepts, perspectives, and importance of Integrated Marketing Communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, a discussion on social and cultural factors that enhance the effectiveness of marketing communication. Attuned to an evolving, internet driven, social media connected world, the book covers all the important forms of communications used by business organizations, touching upon key areas, from marketing plans, branding, positioning, and creative briefs to copywriting, design. It takes the readers through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion. The volume also presents considerations for each major media format with an aim of sending their messages to the end consumer. This volume will be an invaluable resource for students, scholars, and marketing professionals as it covers a wide range of topics like communication strategies, advertising, marketing, brand management, media studies, and public relations"-- |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing |
| Geographic subdivision | India. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Advertising |
| Geographic subdivision | India. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Tata, Sai Vijay, |
| 942 ## - ADDED ENTRY ELEMENTS | |
| Item type | Book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Source of acquisition | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 01/07/2025 | Mark Solutions | 658.800944 MIS | 0087661 | 1 | 10/07/2025 | Book | ||||
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 01/07/2025 | Mark Solutions | 658.800944 MIS | 0087662 | 2 | 10/07/2025 | Book | ||||
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 01/07/2025 | Mark Solutions | 658.800944 MIS | 0087663 | 3 | 10/07/2025 | Book |