000 -LEADER | |
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fixed length control field | 10206nam a22004333i 4500 |
001 - CONTROL NUMBER | |
control field | EBC4958405 |
003 - CONTROL NUMBER IDENTIFIER | |
control field | MiAaPQ |
005 - DATE AND TIME OF LATEST TRANSACTION | |
control field | 20191009123141.0 |
006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION | |
fixed length control field | m o d | |
007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
fixed length control field | cr cnu|||||||| |
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
fixed length control field | 191009s2009 xx o ||||0 eng d |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
International Standard Book Number | 9781282504844 |
-- | (electronic bk.) |
035 ## - SYSTEM CONTROL NUMBER | |
System control number | (MiAaPQ)EBC4958405 |
035 ## - SYSTEM CONTROL NUMBER | |
System control number | (Au-PeEL)EBL4958405 |
035 ## - SYSTEM CONTROL NUMBER | |
System control number | (CaONFJC)MIL250484 |
035 ## - SYSTEM CONTROL NUMBER | |
System control number | (OCoLC)1027165971 |
040 ## - CATALOGING SOURCE | |
Original cataloging agency | MiAaPQ |
Language of cataloging | eng |
Description conventions | rda |
-- | pn |
Transcribing agency | MiAaPQ |
Modifying agency | MiAaPQ |
082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER | |
Classification number | 658.8 |
100 1# - MAIN ENTRY--PERSONAL NAME | |
Personal name | Bennett, Anthony G. |
245 10 - TITLE STATEMENT | |
Title | Big Book Of Marketing, The. |
250 ## - EDITION STATEMENT | |
Edition statement | 1st ed. |
264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
Place of publication, distribution, etc | New York : |
Name of publisher, distributor, etc | McGraw-Hill Publishing, |
Date of publication, distribution, etc | 2009. |
264 #4 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
Date of publication, distribution, etc | �2009. |
300 ## - PHYSICAL DESCRIPTION | |
Extent | 1 online resource (481 pages) |
336 ## - CONTENT TYPE | |
Content type term | text |
Content type code | txt |
Source | rdacontent |
337 ## - MEDIA TYPE | |
Media type term | computer |
Media type code | c |
Source | rdamedia |
338 ## - CARRIER TYPE | |
Carrier type term | online resource |
Carrier type code | cr |
Source | rdacarrier |
505 0# - FORMATTED CONTENTS NOTE | |
Formatted contents note | Cover -- Contents -- Preface -- Part 1 Introduction -- 1. Marketing Overview -- Introduction -- Marketing Definitions -- Marketing-Changing Perspectives -- Marketing Goals -- Providing Value to the Customer -- Marketing and Consumption -- Marketing Elements (The Marketing Mix) -- Marketing Applicability -- Marketing's Place in the Organizational Structure -- Notes -- Part 2 Planning -- 2. Organizational Responsibility -- Organizational Responsibility -- Ethical Responsibility -- Ethics-Accountability -- Ethical Responsibility-International -- Social Responsibility -- Social Responsibility-International -- Environmental Responsibility -- Environmental Responsibility-International -- Organizational Responsibility-Case Study -- Organizational Responsibility-Case Study -- Organizational Responsibility-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 3. Strategic Planning -- Planning -- Planning-International -- Corporate Profiles and Author Biographies -- Notes -- 4. Branding -- The Essentials of Branding -- Starting a Branding Project -- The Brand Strategy -- Creating the Brand Experience -- Delivering the Brand Experience -- Managing a Brand -- Measuring the Performance of a Brand -- Branding-International -- Branding-Case Study -- Branding-Case Study -- Branding-Case Study -- Branding-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 5. Marketing Research -- The Essentials of Marketing Research -- Types of Firms -- Research Needs -- Organizational Marketing Research -- Marketing Research-International -- Marketing Research-Case Study -- Marketing Research-Case Study -- Corporate Profiles and Author Biographies -- Part 3 Demand -- 6. Consumer Purchasing Behavior -- The Essentials of Consumer Behavior -- Internal Influences on Consumer Behavior -- External Influences on Consumer Behavior -- Consumer Segmentation. |
505 8# - FORMATTED CONTENTS NOTE | |
Formatted contents note | Consumer Behavior-International -- Consumer Behavior-Case Study -- Consumer Behavior-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 7. Organizational Purchasing Behavior -- The Essentials of Organizational Purchasing -- Characteristics of Organizational Demand -- Segmenting Organizational Demand -- Organizational Buyers/Purchasing Department -- Organizational Purchasing-International -- Organizational Purchasing-Case Study -- Organizational Purchasing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Part 4 Marketing Communications -- 8. Marketing Communications Management -- Introduction -- Communications Pathway to Customers -- Marketing Communications Tactics -- Determining the Optimal Mix -- Overcoming Communications Interference -- Specific Marketing Communications Elements -- Corporate Profile and Author Biography -- 9. Sales -- The Essentials of Sales -- Sales Force Management -- Business-to-Business Selling -- Inside Sales -- Business-to-Consumer Selling -- Sales-International -- Sales-Case Study -- Sales-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 10. Advertising -- The Essentials of Advertising -- The Advertising Process -- Digital Production Process -- Advertising-International -- Advertising-Case Study -- Advertising-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 11. Public Relations -- The Essentials of Public Relations -- Public Relations-International -- Public Relations-Case Study -- Public Relations-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 12. Promotional Marketing -- The Essentials of Promotional Marketing -- Promotion Objectives -- Promotion Creative -- Promotion Tactics to Consumers -- Promotional Marketing to the Trade -- Promotional Marketing Media -- Financial Analysis of Promotional Programs. |
505 8# - FORMATTED CONTENTS NOTE | |
Formatted contents note | Promotional Marketing-International -- Promotional Marketing-Case Study -- Promotional Marketing-Case Study -- Promotional Marketing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 13. Direct Marketing -- The Essentials of Direct Marketing -- Consumer Data Gathering -- Direct Marketing Tactics -- Direct Marketing-International -- Direct Marketing-Case Study -- Direct Marketing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 14. Brand Ambassadors -- Brand Ambassadors-Consumer Advocates -- Brand Ambassadors-Employee Advocates -- Brand Ambassador-Case Study -- Brand Ambassador-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Part 5 Supply (Goods and Services) -- 15. Product Management -- The Essentials of Product Management -- Product Classifications Serve Customer Needs -- Product Mix -- Product Competition and Differentiation -- Product Life Cycle -- Additional Life Cycle Scenarios -- Corporate Profile and Author Biography -- Notes -- 16. Product Development -- The Essentials of Product Development -- Product Development Process -- Product Development-International -- Product Development-Case Study -- Product Development-Case Study -- Product Development-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 17. Product Packaging -- The Essentials of Packaging -- Packaging Aspects -- Packaging-Glass -- Packaging-Paperboard -- Packaging-Aluminum Containers -- Packaging-Steel -- Packaging-Flexible Packaging -- Packaging-Rigid Plastics -- Packaging-Labeling -- Packaging-International -- Packaging-Case Study -- Packaging-Case Study -- Packaging-Case Study -- Corporate Profiles and Author Biographies -- 18. Product Pricing -- The Essentials of Pricing -- Factors Affecting Pricing Strategies -- Pricing Strategies -- Revenue Management -- Pricing-International -- Pricing-Case Study. |
505 8# - FORMATTED CONTENTS NOTE | |
Formatted contents note | Pricing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 19. Product Quality -- The Essentials of Quality and Performance Excellence -- Business Excellence Criteria -- Customer Satisfaction -- Managing Quality within the Company -- Establish Quality Guidelines -- Quality-International -- Quality-Case Study -- Quality-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Part 6 Supply Chain -- 20. Supply Chain Management -- The Essentials of Supply Chain Management -- Supply Chain Components -- Factors Influencing Supply Chain Configuration -- Supply Chain Configurations -- Supply Chain Synchronizing Strategies -- Evolution of Supply Chain Management -- Reverse Logistics -- Supply Chain Management-International -- Corporate Profiles and Author Biographies -- 21. Wholesaling -- The Essentials of Wholesaling -- Goals of Wholesaling -- Functions of Wholesaling -- Wholesale Types -- Wholesaling-International -- Wholesaling-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 22. Warehousing -- The Essentials of Warehousing -- Product Storage Factors -- Warehousing Types -- Warehouse/Distribution Center Process -- Warehouse/Distribution Center Location Factors -- Inventory Control -- Warehousing Design Factors -- Logistics Service Providers -- Warehousing-International -- Warehousing-Case Study -- Warehousing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 23. Transportation -- The Essentials of Transportation -- Transportation Marketing-How It Evolved -- Transportation Mode Selection Factors -- Freight-Trucking -- Freight-Trains -- Freight-Air -- Freight-Ocean Shipping -- Freight-Inland Barge -- Freight-Pipelines -- Passenger Transportation Modes -- Passenger-Airlines -- Passenger-Buses -- Passenger-Commuter Trains -- Passenger-Ships -- Transportation-International. |
505 8# - FORMATTED CONTENTS NOTE | |
Formatted contents note | Transportation-Case Study (Passenger) -- Transportation-Case Study (Freight) -- Transportation-Case Study (Passenger) -- Corporate Profiles and Author Biographies -- Notes -- 24. Store Retailing -- The Essentials of Retailing -- Retail Ownership -- Retail Categories -- Retail Service Levels -- Retail Location -- Retail Store Physical Elements -- Retail Merchandising Selection and Buying -- Retail Receiving/Inventory and Stocking/Pricing -- Retail Presentation of Product Assortment -- Retail Promotion -- Retail Personal Selling -- Retail After-Sale Service -- Retail Unsold Merchandise -- Retailing-International -- Retailing-Case Study -- Retailing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 25. Internet Retailing -- The Essentials of Internet Retailing -- Organize the Business -- Develop the Site -- Promote the Web Site -- Web Site Analytics/Feedback -- Internet Retailing-International -- Internet Retailing-Case Study -- Internet Retailing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- X -- Y -- Z. |
588 ## - SOURCE OF DESCRIPTION NOTE | |
Source of description note | Description based on publisher supplied metadata and other sources. |
590 ## - LOCAL NOTE (RLIN) | |
Local note | Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries. |
655 #4 - INDEX TERM--GENRE/FORM | |
Genre/form data or focus term | Electronic books. |
776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
Display text | Print version: |
Main entry heading | Bennett, Anthony G. |
Title | Big Book Of Marketing, The |
Place, publisher, and date of publication | New York : McGraw-Hill Publishing,c2009 |
797 2# - LOCAL ADDED ENTRY--CORPORATE NAME (RLIN) | |
Corporate name or jurisdiction name as entry element | ProQuest (Firm) |
856 40 - ELECTRONIC LOCATION AND ACCESS | |
Uniform Resource Identifier | http://ezproxy01.ny.edu.hk:2048/login?url=https://ebookcentral.proquest.com/lib/ircp3g4/detail.action?docID=4958405 |
Public note | Click to View |
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