| 000 -LEADER |
|---|
| fixed length control field |
01380cam a2200229 a 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
vtls003053137 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
MY-SjTCS |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20200306170435.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
110218s1998 ii b 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0074632019 (hbk.) |
| 039 #9 - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE] |
|---|
| Level of rules in bibliographic description |
201102181237 |
| Level of effort used to assign nonsubject heading access points |
VLOAD |
| Level of effort used to assign subject headings |
200807161042 |
| Level of effort used to assign classification |
pushpa |
| Level of effort used to assign subject headings |
200706071729 |
| Level of effort used to assign classification |
pushpa |
| -- |
200706041336 |
| -- |
malathy |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8345 |
| Item number |
JON |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Jones, John Phillip |
| 9 (RLIN) |
37866 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
What's in a brand? : |
| Remainder of title |
building brand equity through advertising / |
| Statement of responsibility, etc. |
John Philip Jones. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
New Delhi : |
| Name of publisher, distributor, etc. |
Tata McGraw-Hill, |
| Date of publication, distribution, etc. |
c1998. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxiii, 335 p. : |
| Other physical details |
ill. ; |
| Dimensions |
24 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Includes index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
1. Introduction - 2. Brands: what they are and why they emerged - 3. Factors that shape a brand during its conception and birth - 4. Factors that shape a brand during its growth and maturity - 5. Mature brand and the consumer: nature of the repeat-buying theory - 6. Advertising research: a digression on recall - 7. Advertising campaigs: strategy and the leap - 8. Advertising pressure: " A diminishing rate of yield" - 9. Advertising pressure: what two little ads can do - 10. How does advertising work? - 11. How to develop and expose better advertising - 12. Asia: the consumer markets of tomorrow. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| General subdivision |
Brand name products. |
| 9 (RLIN) |
9823 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Brand name products. |
| 9 (RLIN) |
285363 |
| 920 ## - Programme |
|---|
| Programme |
MCS : 203358 |
| 999 ## - SYSTEM CONTROL NUMBERS (KOHA) |
|---|
| Koha biblionumber |
62501 |
| Koha biblioitemnumber |
62501 |
