Strategic brand communication campaigns / (Record no. 343699)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03496 a2200217 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0844229520 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780844229522 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.113 |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (RLIN) | |
| -- | 1169 |
| -- | 1169 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Schultz, Don E. |
| 245 10 - TITLE STATEMENT | |
| Title | Strategic brand communication campaigns / |
| Statement of responsibility, etc. | Don E. Schultz. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 5th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | [S.l.] : |
| Name of publisher, distributor, etc. | McGraw-Hill, |
| Date of publication, distribution, etc. | 1999. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 400 p. ; |
| Dimensions | 25 cm. |
| 500 ## - GENERAL NOTE | |
| General note | Hardcover. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | In the marketplace of the 21st century, the critical form of customer communication will be broader than advertising and promotional messages. Customers have relationships with the brand, combining all the forms of communication that give meaning to products and services. Brand communication creates an interactive relationship between the product or service and consumers, which is a major change in the way advertisers and marketers have traditionally viewed customer communication. Authors Don Schultz and Beth Barnes have built on the foundation of their best-selling text, Strategic Advertising Campaigns, to create a book that embodies this new approach to advertising and marketing communication: Strategic Brand Communication Campaigns. This innovative text focuses on the messages and incentives customers receive, rather than what marketers send out, which differentiates brand communication management from advertising management. The brand will drive the 21st century marketplace, and students need to develop the skills necessary to plan and execute brand communication campaigns. Strategic Brand Communication Campaigns shows students how to produce successful campaigns in the dynamic marketplace of the future. The book Emphasizes the identification and management of the many ways customers come in contact with a brand and how they relate to it. Explores the interactive relationship between customers and the marketing messages and incentives that are created through brand communication. Provides students with the fundamentals of developing and executing comprehensive and contemporary campaigns with an emphasis on brand building. Reflects changes in the marketplace, consumers, technology, media, marketing, and advertising to keep students' knowledge current and applicable. Addresses the role of advertising planning as a part of brand communication campaigns. Features more real-world examples so students can see how professional advertisers and marketers conduct effective campaigns. Presents practical guidelines and applications for preparing successful campaigns in a concise, visually appealing text that will capture students' attention. Parts 1 and 2 of the text introduce students to the brand concept, how it has evolved, and why it is critical to successful marketing in today's environment. Students also gain an understanding of the relationship between consumer behavior and brands and discover how to apply brand-building concepts to achieve brand value. Parts 3 and 4 provide a handbook for creating, implementing, and evaluating cohesive brand communication campaigns. Advertising, media, public relations, direct response, and sales promotion strategies are examined. Students learn how to deliver forceful messages and incentives and how to measure their effectiveness. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Barnes, Beth E. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Amazon.com |
| Uniform Resource Identifier | <a href="http://www.amazon.com/exec/obidos/ASIN/0844229520/chopaconline-20">http://www.amazon.com/exec/obidos/ASIN/0844229520/chopaconline-20</a> |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Amazon customer reviews |
| Uniform Resource Identifier | <a href="http://www.chopac.org/cgi-bin/tools/azrev.pl?q=0844229520">http://www.chopac.org/cgi-bin/tools/azrev.pl?q=0844229520</a> |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Institution code [OBSOLETE] | NBS |
| Koha item type | Book |
| Call number prefix | 659.113 SCH |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Central Library (CL) | Central Library (CL) | 08/28/2013 | 659.113 SCH | NBS7157 | 08/28/2013 | 08/28/2013 | Book | |||||
| Central Library (CL) | Central Library (CL) | 08/28/2013 | 659.113 SCH | NBS4624 | 08/28/2013 | 08/28/2013 | Book |