rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Advertising and promotion
    sub title: an integrated marketing communications perspective
  name:
    name part: Belch, George E. [ (George Edward)]
    name part: 1951-
    role:
      role term: creator
    role:
      role term: author
  name:
    name part: Belch, Michael A.
    role:
      role term: author
  type of resource: text
  origin info:
    place:
      place term: nyu
    place:
      place term: New York
    publisher: McGraw-Hill/Irwin
    date issued: c2012
    date issued: 2012
    edition: 9th ed
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: print
    extent: xxxiv, 828 p. : ill. (chiefly col.) ; 29 cm.
  abstract: Advertising and Promotion
  table of contents: 1. Introduction to integrated marketing communications -- 2. Integrated marketing communications program situation analysis -- 3. Analyzing the communication process -- 4. Objectives and budgeting for integrated marketing communications programs -- 5. Developing the integrated marketing communications program -- 6. Monitoring, evaluation, and control -- 7. Special topics and perspectives
  note: George E. Belch & Michael A. Belch
  note: Includes bibliographical references and index
  subject:
    topic: Advertising
  subject:
    topic: Communication in marketing
  subject:
    topic: Sales promotion
  classification: HF5823 .B451 2012
  identifier: 0071314407
  identifier: 0073404861 (hardback : alk. paper)
  identifier: 9780071314404
  identifier: 9780073404868 (hardback : alk. paper)
  record info:
    record creation date: 101004
    record change date: 20201224093000.0
    record identifier: 0000077796