| 000 -LEADER |
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| fixed length control field |
05551cam a22003738i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20250603124125.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
250423b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781032603100 |
| Qualifying information |
(paperback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781032504070 |
| Qualifying information |
(hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| Cancelled/invalid ISBN |
9781003458593 |
| Qualifying information |
(ebook) |
| 041 ## - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
eng |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.12.I5 |
| Item number |
M568 2024 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.800954 |
| Edition number |
23/eng/20230623 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Preferred name for the person |
Mishra, Anubhav, |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Integrated advertising, promotion, and marketing : |
| Remainder of title |
communicating in a digital world / |
| Statement of responsibility, etc |
Anubhav Mishra and Tata Sai Vijay. |
| 263 ## - PROJECTED PUBLICATION DATE |
|---|
| Projected publication date |
2310 |
| 264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Abingdon, Oxon ; |
| -- |
New York, NY : |
| Name of publisher, distributor, etc |
Routledge, Taylor & francis Group, |
| Date of publication, distribution, etc |
2024. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
x, 366 pages : |
| Other physical details |
illustrations |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 0# - 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"-- |
| Assigning source |
Provided by publisher. |
| 545 0# - BIOGRAPHICAL OR HISTORICAL DATA |
|---|
| Biographical or historical note |
Anubhav Mishra is Professor of Marketing at Jaipuria Institute of Management Lucknow. Previously, he worked at Indian Institute of Management Ranchi as Assistant Professor. He did the Fellow Program in Management from Indian Institute of Management Lucknow in Marketing. He completed his Executive Post Graduate Program from Indian Institute of Management Kozhikode. He holds a Bachelor of Technology Degree in Mechanical Engineering from Institute of Engineering and Technology, Lucknow. Prior to academics, he has 11 years of corporate experience working in the IT industry (SAP Labs India and Infosys Technologies Ltd.). Prof. Mishra's research interests are online consumer behavior, electronic word of mouth, consumer socialization, adoption of emergent technologies (augmented reality, virtual reality, and voice assistants), and online fake reviews. Prof. Mishra has published in top-ranked journals such as International Journal of Information Management, Journal of Business Research, Psychology & Marketing, Journal of Consumer Behavior, Journal of Consumer Marketing, Marketing Intelligence and Planning, and Journal of Services Marketing. Prof. Mishra has taught students of graduate program, doctoral program, and executive education. He has also conducted management development programs for higher management and offered consulting to Government and Commercial organizations. Tata Sai Vijay is Assistant Professor in the Department of Marketing at Indian Institute of Management Ranchi. Previously, he worked at the Institute of Management Technology Nagpur and was also associated with the Shankaracharya Group at Bhilai and Raipur. He did the Fellow Program in Management from Indian Institute of Management Raipur in Marketing. He holds a master's degree in management and also in science (chemistry). His research interest includes online consumer behavior, online consumer reviews, consumer buying behavior for new and innovative products, customer relationship marketing, and impulse buying behavior. He has published research papers in various journals like Journal of Retailing and Consumer Services, Journal of Consumer Marketing, Journal of Strategic Marketing, Journal of Global Information Management, Journal of Consumer Behaviour, Journal of Internet Commerce, Pacific Asia Journal of the Association for Information Systems, and Journal of International Consumer Marketing. He has also published case studies in Ivey Publishing and Case center. He has taught students of postgraduate program, doctoral program, and executive education. He has also undertaken consulting research for state government organizations. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| Geographic subdivision |
India. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising |
| Geographic subdivision |
India. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Tata, Sai Vijay, |
| Relator term |
author. |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
7 |
| b |
cbc |
| c |
orignew |
| d |
1 |
| e |
ecip |
| f |
20 |
| g |
y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS |
|---|
| Source of classification or shelving scheme |
|
| Item type |
BOOK |