MARC details
| 000 -LEADER |
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05412mam a2200337 a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
2120841 |
| 003 - CONTROL NUMBER IDENTIFIER |
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OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20180619082421.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
911119s1993 ilua 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
91044518 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780077111205 |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(OCoLC)ocm24953781 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
UMI |
| Transcribing agency |
UMI |
| Modifying agency |
UMI |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.802 |
| Edition number |
20 |
| Item number |
OUW |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Ouwersloot, Hans |
| 9 (RLIN) |
14259 |
| 245 10 - TITLE STATEMENT |
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| Title |
Integrated marketing communications / |
| Statement of responsibility, etc. |
Hans Ouwersloot, Tom Duncan. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc. |
London: |
| Name of publisher, distributor, etc. |
McGraw-Hill, |
| Date of publication, distribution, etc. |
c2008. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xvii, 218 p. : |
| Other physical details |
ill. ; |
| Dimensions |
24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes index. |
| 505 00 - FORMATTED CONTENTS NOTE |
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| Miscellaneous information |
1. |
| Title |
A History of Integrated Marketing Communications: Why Is It Important Now? |
| -- |
World War II. |
| -- |
The Manufacturing Hero. |
| -- |
Mass Marketing. |
| -- |
Demassification. |
| -- |
Empowerment. |
| -- |
Future Trends. |
| -- |
Integration -- |
| Miscellaneous information |
2. |
| Title |
How Marketing Communications Works: Or At Least How We Think It Works. |
| -- |
How Communications Changed. |
| -- |
Understanding Information Processing. |
| -- |
Information Processing and Integrated Marketing Communications. |
| -- |
Replacement or Accumulation? Which Is the Right Model? -- |
| Miscellaneous information |
3. |
| Title |
The Basics of Developing an Integrated Marketing Program: How to Get Started. |
| -- |
Logistics and Communication. |
| -- |
The New Concept of Marketing Communications. |
| -- |
Networks and Accumulation Revisited. |
| -- |
Category and Brand Networks. |
| -- |
Moving from One-Way to Two-Way Communications. |
| -- |
Enter the Database. |
| -- |
The Integrated Marketing Communications Planning Model. |
| -- |
The Circular Nature of Integrated Marketing Communications. |
| -- |
Some Additional Examples of the Planning Form. |
| -- |
The Specifics of Planning -- |
| 505 80 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
4. |
| Title |
Strategy Is Everything: Planning the Direction of the Communications Program. |
| -- |
You Need a Communication Strategy! |
| -- |
A New Way of Thinking. |
| -- |
The Strategy Is the Thinking Process. |
| -- |
How to Think through a Strategy. |
| -- |
The Target Buying Incentive. |
| -- |
The Product Reality - What's in the Product? |
| -- |
Product Perception - What's in the Head? |
| -- |
Know Your Competition. |
| -- |
The Competitive Consumer Benefit. |
| -- |
The Reason to Believe. |
| -- |
Tonality/Personality. |
| -- |
Communication/Action Objectives. |
| -- |
Perceptual Change. |
| -- |
Customer Contact Points. |
| -- |
The Future -- |
| Miscellaneous information |
5. |
| Title |
From Strategy to Creative Execution: Capturing the Imagination. |
| -- |
The Creative Process. |
| -- |
The Creative Person. |
| -- |
The Selling Idea. |
| -- |
Where Does the Selling Idea Come From? |
| -- |
Don't Settle for Less than a Good Idea -- |
| Miscellaneous information |
6. |
| Title |
Compensation: How Much for Doing What? |
| -- |
Incentive Systems. |
| -- |
Other Compensation Systems -- |
| Miscellaneous information |
7. |
| Title |
Measurement: What Did We Really Get from All the Time, Work, and Money We Invested? |
| -- |
Database Analysis. |
| -- |
Measuring Integrated Marketing Communications -- |
| 505 80 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
8. |
| Title |
How to Measure Consumer Responses: Establishing Effective Two-Way Communication. |
| -- |
Plan in Advance. |
| -- |
How to Measure Changes in the Brand Network. |
| -- |
How to Measure Contacts. |
| -- |
How to Measure Consumer Commitment. |
| -- |
How to Measure Customer Purchases. |
| -- |
Circular Systems. |
| -- |
The Next Stages of Measurement -- |
| Miscellaneous information |
9. |
| Title |
Barriers to Integration: Overcoming the Stumbling Blocks. |
| -- |
Why Doesn't Everyone Buy In Immediately? |
| -- |
Planning Systems and Marketing Thinking. |
| -- |
Organizational Structure As a Barrier to IMC. |
| -- |
Capability, Control, and Commitment. |
| -- |
Basic Requirements to Overcome The Barriers to IMC -- |
| Miscellaneous information |
10. |
| Title |
Two Case Histories: Does Integrated Marketing Communications Really Work? |
| -- |
The American Cancer Society. |
| -- |
The Milk Carton Case. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
Integrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketing - the fact, that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsolete - and shows marketers how to get back on track. |
| 520 8# - SUMMARY, ETC. |
|---|
| Summary, etc. |
The answer lies in customer-focused marketing, a key planning tool that can - in today's diverse, fragmented marketplace - explain the lifestyles, attitudes, and motivations of distinct buyer groups and predict their likely buying behaviors in the future. Schultz, Tannenbaum, and Lauterborn explain how, by beginning with detailed consumer information, marketers can build a synchronized, multi-channel communications strategy that reaches every market segment with a single, unified message. |
| 520 8# - SUMMARY, ETC. |
|---|
| Summary, etc. |
This book also shows how to put an integrated program into practice, with expert guidance on planning, coordinating, and controlling the entire communications process. Along the way, the authors tackle those critical questions that too often impede marketing decisions, such as who should control the communications program? How should resources be allocated to advertising, sales promotion, direct response, public relations, and other marketing communications options? |
| 520 8# - SUMMARY, ETC. |
|---|
| Summary, etc. |
How can companies resolve "turf battles" and combat fears of budget loss? How should the different players - agencies and suppliers - be compensated? And most importantly, how can the impact of an integrated strategy be measured and made accountable? Extensive-examples and two in-depth success stories detail how top organizations are sharpening their competitive edge through integrated communications programs. |
| 520 8# - SUMMARY, ETC. |
|---|
| Summary, etc. |
An incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing. |
| 9 (RLIN) |
14260 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Duncan, Tom |
| 9 (RLIN) |
14261 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books-General |
