MARC details
| 000 -LEADER |
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| fixed length control field |
02344nam a2200253 a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
vtls000012568 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
MY-PjKIC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20200206150317.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
100211t2002 000 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780470820551 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
9780470820551 |
| 039 #9 - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE] |
|---|
| Level of rules in bibliographic description |
201002111801 |
| Level of effort used to assign nonsubject heading access points |
VLOAD |
| Level of effort used to assign subject headings |
201002111642 |
| Level of effort used to assign classification |
VLOAD |
| -- |
201002111449 |
| -- |
VLOAD |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (RLIN) |
|---|
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) |
659.1095 AIT |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Aitchison, Jim. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
How Asia advertises : |
| Remainder of title |
the most successful campaigns in Asia-Pacific and the marketing strategies behind them / |
| Statement of responsibility, etc. |
Jim Aitchison. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Singapore : |
| Name of publisher, distributor, etc. |
John Wiley & Sons (Asia) Pte Ltd., |
| Date of publication, distribution, etc. |
2002. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xviii, 411 p. : |
| Other physical details |
ill. ; |
| Dimensions |
26 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Includes index. |
| 520 1# - SUMMARY, ETC. |
|---|
| Summary, etc. |
"How Asia Advertises is the first definitive source book for the region. Divided into 22 categories, the book unravels over 90 of some of the most outstanding advertising campaigns in Asia-Pacific. Ranging from print and television, to direct marketing and transit campaigns, the book covers countries as diverse as Australia, China, Hong Kong, India, Japan, Malaysia, New Zealand, the Philippines, Singapore, Sri Lanka, Taiwan and Thailand." "Many of the campaigns are pan-Asian and demonstrate solutions to cross-cultural communications. Others are conceived in Asia-Pacific for international use. Giving a complete rundown of campaign objectives, detailed strategic development, and results achieved, this is the first inside look at the success behind each campaign and the techniques used to transform them into influential tools." "This unique collection of advertising offers: Over 90 case histories detailing problems the advertisements had to solve, how the strategic and creative breakthroughs were reached and what results were achieved. A wide spectrum of campaigns set in various countries and product categories for easy product comparison. A complete picture of competitive brand communications in the region." "For the first time, international marketers, brand owners, retailers, advertising agencies, and students of marketing and communications will have access to the complete, contemporary advertising scene in the Asia-Pacific basin - all in a single volume."--BOOK JACKET. |
| 591 ## - |
|---|
| -- |
Gift Item |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| Geographic subdivision |
Asia. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| Geographic subdivision |
Pacific Area. |
