MARC details
| 000 -LEADER |
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| fixed length control field |
04262mam a2200301 a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
1832244 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20030429115240.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
960715s1996 enk b 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780273620327 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0273620320 |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(OCoLC)ocm35081486 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
DXU |
| Transcribing agency |
DXU |
| Modifying agency |
OrLoB-B |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
659.1 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Ambler, Tim. |
| 9 (RLIN) |
5293 |
| 245 14 - TITLE STATEMENT |
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| Title |
The financial times guide to marketing : |
| Remainder of title |
from advertising to zen / |
| Statement of responsibility, etc. |
Tim Ambler. |
| 246 30 - VARYING FORM OF TITLE |
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| Title proper/short title |
Guide to marketing |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
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| Place of publication, distribution, etc. |
London : |
| Name of publisher, distributor, etc. |
Pitman Pub., |
| Date of publication, distribution, etc. |
c1996. |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xiv, 365 p. ; |
| Dimensions |
24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Includes bibliographical references (p. [357]-358) and index. |
| 505 00 - FORMATTED CONTENTS NOTE |
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| Title |
Letter to Val -- |
| -- |
Introduction: Pathways in Marketing -- |
| Miscellaneous information |
1. |
| Title |
Advertising kite high: Getting great advertising from your agency -- |
| Miscellaneous information |
2. |
| Title |
Brand equity: The asset the marketer is building: the source of profit -- |
| Miscellaneous information |
3. |
| Title |
Category management and other heresies: Being distracted from the brand may be good business, but poor marketing -- |
| Miscellaneous information |
4. |
| Title |
Distribution channels: The rate of change of shopping habits and distribution possibilities is easily overlooked -- |
| Miscellaneous information |
5. |
| Title |
Extensions and brand families: Brands are becoming more complex assemblies of products and sub-brands -- |
| Miscellaneous information |
6. |
| Title |
Failures bring success: The only true failure is the failure to try: experimentation should be encouraged -- |
| Miscellaneous information |
7. |
| Title |
Global marketing: National borders have declining importance to marketers -- |
| Miscellaneous information |
8. |
| Title |
Heritage matters: Consumers buy brands they trust -- |
| Miscellaneous information |
9. |
| Title |
Information systems survival kit: Marketing information is going from drought to deluge - how to cope -- |
| Miscellaneous information |
10. |
| Title |
Beyond the J curve: Trends and forecasting -- |
| 505 80 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
11. |
| Title |
Kamikaze and guerrilla marketing: What marketers can learn from the military -- |
| Miscellaneous information |
12. |
| Title |
The educated lunch: Reserve time for random thinking -- |
| Miscellaneous information |
13. |
| Title |
Marketing today and tomorrow: An overview of how marketing is evolving -- |
| Miscellaneous information |
14. |
| Title |
Novation: New brands, products and renewals -- |
| Miscellaneous information |
15. |
| Title |
Organization structure and entropy: Bureaucratization can kill marketing. So how should you organize? -- |
| Miscellaneous information |
16. |
| Title |
Positioning - marketing's martial art: The brand's choice of fighting ground is crucial to its success -- |
| Miscellaneous information |
17. |
| Title |
Product satisfaction: Whether goods or services, the product should bring the customer back for more -- |
| Miscellaneous information |
18. |
| Title |
Packaging for the party: First impressions are just the beginning of what the pack can do for the brand -- |
| Miscellaneous information |
19. |
| Title |
Pricing in grandmother's footsteps: The price premium is the litmus test of marketing: getting it right -- |
| Miscellaneous information |
20. |
| Title |
Public relations are private affairs: Sometimes the Cinderella of the marketing mix. Fitting the shoe -- |
| 505 80 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
21. |
| Title |
Promotions, coupons, and giveaways: The basic workhorses of marketing programs -- |
| Miscellaneous information |
22. |
| Title |
Personal selling: The origin of all marketing even if technology is reducing the numbers -- |
| Miscellaneous information |
23. |
| Title |
Pragmatic planning: The agenda that brings the team together to optimize expenditure and results -- |
| Miscellaneous information |
24. |
| Title |
Quantity ergo sumo: Size, volume and market share, however impressive, are not everything -- |
| Miscellaneous information |
25. |
| Title |
Relationship marketing: Brand equity lies in the strength and quality of the brand's relationships with its customers -- |
| Miscellaneous information |
26. |
| Title |
Research is always incomplete: Tempting as it is, you cannot do marketing by numbers. Some pitfalls -- |
| Miscellaneous information |
27. |
| Title |
Surgical segmentation: Tailoring the offer to fit each consumer group -- |
| Miscellaneous information |
28. |
| Title |
Training the professionals: Big money rides on marketing decisions. Are your marketers fit enough? -- |
| Miscellaneous information |
29. |
| Title |
Ugly duckling: Great new brands become swans but seem ugly ducklings at first. So do ugly ducks. Getting innovative brands through the organization -- |
| 505 80 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
30. |
| Title |
Value marketing: The word "value" too often means cheap. It should mean satisfaction -- |
| Miscellaneous information |
31. |
| Title |
Which agency? How to select an advertising, or other creative, agency -- |
| Miscellaneous information |
32. |
| Title |
The Rule of [Chi]: Look for the inverse of whatever marketing news you are brought -- |
| Miscellaneous information |
33. |
| Title |
"Yes" is no decision: Superficial agreement is dangerous -- |
| Miscellaneous information |
34. |
| Title |
Zen and now: In other words, learn to live with the paradox, so much a part of marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Marketing. |
| 900 ## - EQUIVALENCE OR CROSS-REFERENCE-PERSONAL NAME [LOCAL, CANADA] |
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| Numeration |
TOC |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Books |