| 000 -LEADER | |
|---|---|
| fixed length control field | 03965cam a22004694a 4500 |
| 001 - CONTROL NUMBER | |
| control field | 2002035359 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | AE-DuAU |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20241127164610.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 050915s2003 nyu 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 2002035359 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0071403175 : |
| Terms of availability | 29.95 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Transcribing agency | DLC |
| Modifying agency | DLC |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415 |
| Item number | .K5243 2003 |
| 069 ## - | |
| -- | 03545735 |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (OCLC) | |
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) | HF 5415 .K5243 2003 |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (OCLC) | |
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) | HF 5415 .K5243 2003 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kirk, Bradford C. |
| 9 (RLIN) | 76990 |
| 245 10 - TITLE STATEMENT | |
| Title | Lessons from a chief marketing officer : |
| Remainder of title | what it takes to win in consumer marketing / |
| Statement of responsibility, etc | Bradford C. Kirk. |
| 246 30 - VARYING FORM OF TITLE | |
| Title proper/short title | Chief marketing officer |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | New York : |
| Name of publisher, distributor, etc | McGraw-Hill, |
| Date of publication, distribution, etc | c2003. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xii, 243 p. ; |
| Dimensions | 22 cm. |
| 336 ## - CONTENT TYPE | |
| Source | rdacontent |
| Content Type Term | text |
| Content Type Code | txt |
| 337 ## - MEDIA TYPE | |
| Source | rdamedia |
| Media Type Term | unmediated |
| Media Type Code | n |
| 338 ## - CARRIER TYPE | |
| Source | rdacarrier |
| Carrier Type Term | volume |
| Carrier Type Code | nc |
| 500 ## - GENERAL NOTE | |
| General note | Includes index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Personal Characteristics of Successful Marketers -- Leadership -- Innovation -- Passion -- Marketing Research -- Types of Marketing Research -- Matching Tools to Research Needs -- Syndicated Store and Panel Scanner Data -- CMO Checkpoints -- Advertising Creative -- You Need to Believe in the Power of Advertising -- Strong Advertising Starts with a Strong Brand Positioning -- Translate Your Positioning Statement into a Creative Brief -- Fully Leverage Your Advertising Agency -- Think of Your Agency Staff as Your Staff -- How to Manage the Creative Process -- Mastering the Art of Compelling Advertising -- Reducing Costs in Advertising Production -- Media -- ABCs of Advertising Media -- How to Set Your Media Budget -- Media Selection: Know Thy Target Audience -- Fix the Mix -- Reaching Consumers at the Right Time -- TV and Print Picks -- Making the Buys -- Product Publicity -- Media Mentions Matter -- Key Drivers of Publicity: Newsworthiness and Entertainment Value -- Setting the Stage for Great Publicity -- Types of Publicity Programs -- Retailers -- Changes in Retailing -- It's a Wal, Wal, Wal, Wal-Mart World -- Retail Objectives -- Optimizing Total Trade Spending -- Consumer Promotion -- New Products -- Types of New Products -- Creating Successful New Products -- The New-Product Launch -- CMO Checkpoints -- Financial Optimization -- Make the Numbers Your Friends -- Profit Margins -- Pricing Strategies -- Changing Prices -- Components of Pricing -- Price Increases -- Asset Management -- Global Marketing -- Strategic Consequences of Globalization -- Selecting Businesses to Expand Geographically -- Selecting Countries for Expansion -- Acquisitions -- Managing Global Brands -- The Future of Marketing -- Product Innovation -- Consumer Insights -- Retailer Micromarketing. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Today's best marketing minds are in the consumer packaged goods industry, working with budgets of 100 million or more to sell the (physically) low-differentiation products we use every day. In Lessons from a Chief Marketing Officer, top CMO Bradford C. Kirk takes an inside look at this high-pressure world and shows you how the best marketers grab market share by understanding and speaking smartly to their most profitable consumers. Includes the proven techniques that marketing leaders from Coca Cola to L'Oreal use to break into and dominate consumer markets. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing. |
| 9 (RLIN) | 76991 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising. |
| 9 (RLIN) | 76992 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing |
| General subdivision | Management. |
| 9 (RLIN) | 76993 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising |
| General subdivision | Management. |
| 9 (RLIN) | 76994 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing research. |
| 9 (RLIN) | 76995 |
| 852 ## - LOCATION/CALL NUMBER | |
| -- | p29.95 |
| -- | 02-28-2004 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) | |
| a | |
| b | 08-12-10 |
| c | 08-06-10 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| -- | audmc |
| Operator's initials, OID (RLIN) | 02-28-04 |
| Cataloger's initials, CIN (RLIN) | m |
| First Date, FD (RLIN) | a |
| -- | - |
| -- | eng |
| -- | nyu |
| -- | 0 |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) | |
| a | Bradford C. Kirk is the chief marketing officer for the Andrew Jergens Company |
| 935 ## - | |
| -- | Q/R12772 OCT 1 |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| g | 0 |
| i | 644294 |
| j | 0 |
| l | audmc |
| n | Copy Type:01 - Books |
| o | - |
| p | 110.07 |
| q | - |
| r | - |
| s | - |
| t | 1 |
| u | 0 |
| v | 0 |
| w | 0 |
| x | 0 |
| y | i10200526 |
| z | 08-06-10 |
| Lost status | Source of classification or shelving scheme | Materials specified (bound volume or other part) | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Date last seen | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Copy Type:01 - Books | American University in Dubai | American University in Dubai | Main Collection | 2010-08-06 | 110.07 | HF 5415 .K5243 2003 | 644294 | 2023-11-08 | 110.07 | 2015-07-25 | Books |