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999			_c28495 _d28466
001			17504783
003			EG-ScBUE
005			20200716174303.0
008			121022t20152015ilua f bv 000 0 eng d
020			_a9781933199061
040			_aDLC _beng _erda _cDLC _dDLC _dEG-ScBUE
082	0	4	_a658.802 _bIMC _222
245	0	4	_aThe IMC handbook : _breadings & cases in integrated marketing communications / _ceditors, J. Steven Kelly, DePaul University, Susan K. Jones, Ferris State University Susan K. Jones & Associates, Richard A. Hagle, RACOM Communications.
246	3		_aIntegrated marketing communications handbook : _breadings and cases in integrated marketing communications
250			_aThird edition.
264		1	_aChicago, IL : _bRacom Communications, _c[2015]
264		4	_cc2015
300			_ax, 509 pages : _billustrations ; _c23 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references.
520			_aA collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1.
650		7	_aCommunication in marketing. _2BUEsh
650		7	_aCustomer relations _xManagement. _2BUEsh
653			_bCOMAME _cJuly2020
655			_vReading book _934232
700	1		_aKelly, J. Steven, _eeditor.
700	1		_aJones, Susan K. _eeditor.
700	1		_aHagle, Richard A. _eeditor.
942			_2ddc _cBB