MARC Record from Library of Congress

LEADER: 01752cam a2200289 a 4500
001 2008013548
003 DLC
005 20090831121354.0
008 080324s2009 mdua b 001 0 eng
010 $a 2008013548
020 $a9780742555402 (cloth : alk. paper)
020 $a9780742555419 (pbk. : alk. paper)
020 $a0742555402 (cloth : alk. paper)
020 $a0742555410 (pbk. : alk. paper)
035 $a(OCoLC)214067340
050 00 $aHF5415.123$b.B5568 2009
082 00 $a658.8/02$222
035 $a(OCoLC)ocn214067340
040 $aDLC$cDLC$dYDXCP$dBTCTA$dBAKER$dOCLCG$dC#P$dBWX$dDLC
100 1 $aBlakeman, Robyn,$d1958-
245 14 $aThe bare bones introduction to integrated marketing communication /$cRobyn Blakeman.
260 $aLanham :$bRowman & Littlefield Publishers,$cc2009.
300 $avi, 305 p. :$bill. ;$c24 cm.
504 $aIncludes bibliographical references (p. 299-300) and index.
505 0 $aThe roots of advertising and the evolution of integrated marketing communication -- Where do we find the answers?: research and targets -- The making of an image: branding and positioning -- Marketing plans and creative briefs: how marketers and creatives work -- Media -- Creative: determining the product's or service's visual/verbal tone of voice -- Digital prepress: putting the pieces in place -- Public relations -- Print advertising: newspapers -- Print advertising: magazines -- Out-of-home advertising -- Broadcast advertising: radio -- Broadcast advertising: television -- Direct marketing -- Sales promotion -- The Internet -- Alternative media: guerrilla and viral marketing.
650 0 $aCommunication in marketing.
856 41 $3Table of contents only$uhttp://www.loc.gov/catdir/toc/ecip0814/2008013548.html