MARC details
000 -LEADER |
fixed length control field |
01615cam a2200397 i 4500 |
001 - CONTROL NUMBER |
control field |
854761723 |
003 - CONTROL NUMBER IDENTIFIER |
control field |
OCoLC |
005 - DATE AND TIME OF LATEST TRANSACTION |
control field |
20170410154143.0 |
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
fixed length control field |
130726t20142014nyua b 001 0 eng |
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
LC control number |
2013028080 |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
9780415856713 (pbk.) |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
041585671X (pbk.) |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
9780415856720 (hardback) |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
0415856728 (hardback) |
040 ## - CATALOGING SOURCE |
Original cataloging agency |
DLC |
Language of cataloging |
eng |
Description conventions |
rda |
Transcribing agency |
DLC |
Modifying agency |
YDX |
-- |
OCLCO |
-- |
YDXCP |
-- |
BTCTA |
-- |
UtOrBLW |
042 ## - AUTHENTICATION CODE |
Authentication code |
pcc |
050 00 - LIBRARY OF CONGRESS CALL NUMBER |
Classification number |
HF5826.5 |
Item number |
.K38 2014 |
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
Classification number |
659 |
Edition number |
23 |
100 1# - MAIN ENTRY--PERSONAL NAME |
Personal name |
Katz, Helen E., |
Relator term |
author |
245 14 - TITLE STATEMENT |
Title |
The media handbook : |
Remainder of title |
a complete guide to advertising media selection, planning, research, and buying / |
Statement of responsibility, etc |
Helen Katz |
250 ## - EDITION STATEMENT |
Edition statement |
Fifth edition |
264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE STATEMENTS |
Place of production, publication, distribution, manufacture |
New York : |
Name of producer, publisher, distributor, manufacturer |
Routledge, |
Date of production, publication, distribution, manufacture |
2014 |
264 #4 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE STATEMENTS |
Place of production, publication, distribution, manufacture |
℗♭2014 |
300 ## - PHYSICAL DESCRIPTION |
Extent |
xii, 232 pages ; |
Dimensions |
23 cm |
336 ## - CONTENT TYPE |
Content Type Term |
text |
Source |
rdacontent |
337 ## - MEDIA TYPE |
Media Type Term |
unmediated |
Source |
rdamedia |
338 ## - CARRIER TYPE |
Carrier Type Term |
volume |
Source |
rdacarrier |
490 1# - SERIES STATEMENT |
Series statement |
Routledge Communication Series |
504 ## - BIBLIOGRAPHY, ETC. NOTE |
Bibliography, etc |
Includes bibliographical references and index |
505 0# - FORMATTED CONTENTS NOTE |
Formatted contents note |
Today's definition of media -- Media in the marketing context -- Developing media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: earned -- Exploring the media, part 3: owned -- Terms, calculations, and considerations -- Creating the plan, considering alternatives -- Making the buys -- Evaluating the media plan and looking ahead |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name as entry element |
Advertising media planning |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name as entry element |
Mass media and business |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name as entry element |
Marketing channels |
830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE |
Uniform title |
Routledge communication series |
942 ## - ADDED ENTRY ELEMENTS (KOHA) |
Source of classification or shelving scheme |
Dewey Decimal Classification |
Item type |
Books |