Detalles MARC
| 000 -LEADER |
|---|
| fixed length control field |
02356nam a22003131a 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
C00062872c-1 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
DO-SdBDB |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20230314233152.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
121203t20122012sp a fr 000 0 spa d |
| 017 ## - COPYRIGHT OR LEGAL DEPOSIT NUMBER |
|---|
| Copyright or legal deposit number |
M-27155-2012 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9788473568678 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DO-SdBDB |
| Language of cataloging |
spa |
| Transcribing agency |
DO-SdBDB |
| 041 1# - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
spa |
| 043 ## - GEOGRAPHIC AREA CODE |
|---|
| Geographic area code |
sp |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF 5823 |
| Item number |
.A93 2012 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Ayestarán, Raquel. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Planificación estratégica y gestión de la publicidad : |
| Remainder of title |
conectando con el consumidor / |
| Statement of responsibility, etc. |
Raquel Ayestarán, Celia Rangel y Ana Sebastián; prólogo por Miguel Ángel Furones. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Madrid : |
| Name of publisher, distributor, etc. |
Esic, |
| Date of publication, distribution, etc. |
2012. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
350 páginas : |
| Other physical details |
ilustradas ; |
| Dimensions |
24 cm. |
| 490 0# - SERIES STATEMENT |
|---|
| Series statement |
Libros profesionales de empresa |
| 505 1# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Prólogo / |
| Statement of responsibility |
por Miguel Ángel Furones, 13 -- |
| Title |
Presentación: Un viaje a través de la planificación estratégica publicitaria / |
| Statement of responsibility |
por Ángel Luis Cervera Fantoni, 15 -- |
| Title |
Nuevas claves para la planificación estratégica publicitaria on&pff-line / |
| Statement of responsibility |
por Belén López Vázquez, 17 -- |
| Title |
Capítulo 1. Érase una vez estrategia / |
| Statement of responsibility |
Ana Sebastián Morillas, 21 -- |
| Title |
Capítulo 2. El pensamiento estratégico: Planificación estratégica / |
| Statement of responsibility |
Ana Sebastián Morillas, 61 -- |
| Title |
Capítulo 3. Comunicación estratégica vs clases de estrategias / |
| Statement of responsibility |
Ana Sebastián Morillas, 99 -- |
| Title |
Capítulo 4. Ejecución del proceso de planificación publicitaria / |
| Statement of responsibility |
Celia Rangel Pérez, 135 -- |
| Title |
Capítulo 5. Modelo general para el desarrollo del trabajo del director de estrategia / |
| Statement of responsibility |
Celia Rangel Pérez, 161 -- |
| Title |
Capítulo 6. Planificación estratégica en medios convencionales / |
| Statement of responsibility |
Raquel Ayestarán Crespo, 189 -- |
| Title |
Capítulo 7. Planificación estratégica en medios digitales: Internet y redes sociales / |
| Statement of responsibility |
Raquel Ayestarán Crespo, 235 -- |
| Title |
Capítulo 8. Hoja de ruta para elaborar un plan estratégico: 7 pagos / |
| Statement of responsibility |
Raquel Ayestarán Crespo y Celia Rangel Pérez, 281 -- |
| Title |
Capítulo 9. El futuro de la planificación estratégica en España / |
| Statement of responsibility |
Raquel Ayestarán Crespo, 305 -- |
| Title |
Capítulo 10. Caso de estudio: Ford Focus / |
| Statement of responsibility |
Celia Rangel Pérez, 321 -- |
| Title |
Apéndice documental: glosario de términos, 339. |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Publicidad. |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Planificación. |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Consumidores. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Rangel, Celia. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Sebastián, Ana. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Furones, Miguel Ángel. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Monografía - Colección General |
