Search

Advertising management

<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/MARC21/slim http://www.loc.gov/standards/marcxml/schema/MARC21slim.xsd">
  <record>
    <leader>00000nam a2200000 i 4500</leader>
    <controlfield tag="001">MAP20070030966</controlfield>
    <controlfield tag="003">MAP</controlfield>
    <controlfield tag="005">20081010100410.0</controlfield>
    <controlfield tag="008">990225s1996    gbr            000|0eng  </controlfield>
    <datafield tag="020" ind1=" " ind2=" ">
      <subfield code="a">0-13-520917-X</subfield>
    </datafield>
    <datafield tag="040" ind1=" " ind2=" ">
      <subfield code="a">MAP</subfield>
      <subfield code="b">spa</subfield>
    </datafield>
    <datafield tag="084" ind1=" " ind2=" ">
      <subfield code="a">922.112.2</subfield>
    </datafield>
    <datafield tag="100" ind1="1" ind2=" ">
      <subfield code="0">MAPA20080062033</subfield>
      <subfield code="a">Batra, Rajeev</subfield>
    </datafield>
    <datafield tag="245" ind1="1" ind2="0">
      <subfield code="a">Advertising management</subfield>
      <subfield code="c">Rajeev Batra, John G. Myers, David A. Aaker</subfield>
    </datafield>
    <datafield tag="250" ind1=" " ind2=" ">
      <subfield code="a">5th ed.</subfield>
    </datafield>
    <datafield tag="260" ind1=" " ind2=" ">
      <subfield code="a">London</subfield>
      <subfield code="b">Prentice Hall International</subfield>
      <subfield code="c">cop. 1996</subfield>
    </datafield>
    <datafield tag="300" ind1=" " ind2=" ">
      <subfield code="a">754 p.</subfield>
      <subfield code="c">23 cm</subfield>
    </datafield>
    <datafield tag="520" ind1=" " ind2=" ">
      <subfield code="a">Objective setting and market positioning -- Message strategy -- Message tactics -- Media strategy: setting media budgets -- The broader environment</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080546991</subfield>
      <subfield code="a">Empresas</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080556020</subfield>
      <subfield code="a">Publicidad</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080621728</subfield>
      <subfield code="a">Marketing de comunicaciones</subfield>
    </datafield>
    <datafield tag="700" ind1="1" ind2=" ">
      <subfield code="0">MAPA20080109684</subfield>
      <subfield code="a">Myers, John G.</subfield>
    </datafield>
    <datafield tag="700" ind1="1" ind2=" ">
      <subfield code="0">MAPA20080120603</subfield>
      <subfield code="a">Aaker, David A.</subfield>
    </datafield>
    <datafield tag="856" ind1=" " ind2=" ">
      <subfield code="y">MÁS INFORMACIÓN</subfield>
      <subfield code="u">mailto:centrodocumentacion@fundacionmapfre.org?subject=Consulta%20de%20una%20publicaci%C3%B3n%20&body=Necesito%20m%C3%A1s%20informaci%C3%B3n%20sobre%20este%20documento%3A%20%0A%0A%5Banote%20aqu%C3%AD%20el%20titulo%20completo%20del%20documento%20del%20que%20desea%20informaci%C3%B3n%20y%20nos%20pondremos%20en%20contacto%20con%20usted%5D%20%0A%0AGracias%20%0A</subfield>
    </datafield>
  </record>
  <record>
    <leader>00000nxm a22000001n 4500</leader>
    <controlfield tag="001">MAPF20080269852</controlfield>
    <controlfield tag="003">MAPF</controlfield>
    <controlfield tag="004">MAP20070030966</controlfield>
    <controlfield tag="005">20080417212027.0</controlfield>
    <controlfield tag="008">0804170u    8   0001bbspa0080417</controlfield>
    <datafield tag="040" ind1=" " ind2=" ">
      <subfield code="a">MAP</subfield>
      <subfield code="b">spa</subfield>
    </datafield>
    <datafield tag="852" ind1=" " ind2=" ">
      <subfield code="a">MAP</subfield>
      <subfield code="9">026452</subfield>
      <subfield code="p">0000026452000</subfield>
      <subfield code="h">922.112.2 BAT ADV</subfield>
      <subfield code="c">MBA</subfield>
    </datafield>
  </record>
</collection>