{"leader":"05836nam#a2200673#i#450#","fields":[{"001":"512"},{"005":"20240423143935.2"},{"008":{"ind1":" ","ind2":" ","subfields":[{"":"20171116d2017####ek#y0engy0150####ca"}]}},{"020":{"ind1":"#","ind2":"#","subfields":[{"$a":"978-5-369-01121-8"}]}},{"041":{"ind1":"0","ind2":"#","subfields":[{"$a":"RUS"}]}},{"044":{"ind1":"#","ind2":"#","subfields":[{"$a":"xxu"}]}},{"080":{"ind1":"#","ind2":"#","subfields":[{"$a":"\u00d0\u00a2\u00d0\u00b5\u00d0\u00be\u00d1\u0080\u00d0\u00b8\u00d1\u008f, \u00d0\u00bc\u00d0\u00b5\u00d1\u0082\u00d0\u00be\u00d0\u00b4\u00d0\u00be\u00d0\u00bb\u00d0\u00be\u00d0\u00b3\u00d0\u00b8\u00d1\u008f \u00d0\u00b8 \u00d0\u00bc\u00d0\u00b5\u00d1\u0082\u00d0\u00be\u00d0\u00b4\u00d1\u008b \u00d0\u00be\u00d0\u00b1\u00d1\u0089\u00d0\u00b5\u00d1\u0081\u00d1\u0082\u00d0\u00b2\u00d0\u00b5\u00d0\u00bd\u00d0\u00bd\u00d1\u008b\u00d1\u0085 \u00d0\u00bd\u00d0\u00b0\u00d1\u0083\u00d0\u00ba \u00d0\u00b2 \u00d1\u0086\u00d0\u00b5\u00d0\u00bb\u00d0\u00be\u00d0\u00bc. \u00d0\u00a1\u00d0\u00be\u00d1\u0086\u00d0\u00b8\u00d0\u00be\u00d0\u00b3\u00d1\u0080\u00d0\u00b0\u00d1\u0084\u00d0\u00b8\u00d1\u008f. 30"}]}},{"084":{"ind1":"#","ind2":"#","subfields":[{"$a":"\u00d0\u00ad\u00d0\u00ba\u00d0\u00be\u00d0\u00bd\u00d0\u00be\u00d0\u00bc\u00d0\u00b8\u00d0\u00ba\u00d0\u00b0 \u00d1\u0082\u00d0\u00be\u00d1\u0080\u00d0\u00b3\u00d0\u00be\u00d0\u00b2\u00d0\u00bb\u00d0\u00b8. \u00d0\u00a2\u00d0\u00be\u00d1\u0080\u00d0\u00b3\u00d0\u00be\u00d0\u00b2\u00d0\u00b0\u00d1\u008f \u00d1\u0080\u00d0\u00b5\u00d0\u00ba\u00d0\u00bb\u00d0\u00b0\u00d0\u00bc\u00d0\u00b0. \u00d0\u009d\u00d0\u00b5\u00d0\u00b4\u00d0\u00b2\u00d0\u00b8\u00d0\u00b6\u00d0\u00b8\u00d0\u00bc\u00d0\u00be\u00d1\u0081\u00d1\u0082\u00d1\u008c. 6542"},{"2":"bbk"}]}},{"084":{"ind1":"#","ind2":"#","subfields":[{"$a":"\u00d0\u00a0\u00d0\u00b5\u00d0\u00ba\u00d0\u00bb\u00d0\u00b0\u00d0\u00bc\u00d0\u00b0. 42.02.01"},{"2":"okso"}]}},{"084":{"ind1":"#","ind2":"#","subfields":[{"$a":"\u00d0\u00a0\u00d0\u00b5\u00d0\u00ba\u00d0\u00bb\u00d0\u00b0\u00d0\u00bc\u00d0\u00b0 \u00d0\u00b8 \u00d1\u0081\u00d0\u00b2\u00d1\u008f\u00d0\u00b7\u00d0\u00b8 \u00d1\u0081 \u00d0\u00be\u00d0\u00b1\u00d1\u0089\u00d0\u00b5\u00d1\u0081\u00d1\u0082\u00d0\u00b2\u00d0\u00b5\u00d0\u00bd\u00d0\u00bd\u00d0\u00be\u00d1\u0081\u00d1\u0082\u00d1\u008c\u00d1\u008e. 42.03.01"},{"2":"okso"}]}},{"084":{"ind1":"#","ind2":"#","subfields":[{"$a":"\u00d0\u00a0\u00d0\u00b5\u00d0\u00ba\u00d0\u00bb\u00d0\u00b0\u00d0\u00bc\u00d0\u00b0 \u00d0\u00b8 \u00d1\u0081\u00d0\u00b2\u00d1\u008f\u00d0\u00b7\u00d0\u00b8 \u00d1\u0081 \u00d0\u00be\u00d0\u00b1\u00d1\u0089\u00d0\u00b5\u00d1\u0081\u00d1\u0082\u00d0\u00b2\u00d0\u00b5\u00d0\u00bd\u00d0\u00bd\u00d0\u00be\u00d1\u0081\u00d1\u0082\u00d1\u008c\u00d1\u008e. 42.04.01"},{"2":"okso"}]}},{"084":{"ind1":"#","ind2":"#","subfields":[{"$a":"\u00d0\u009f\u00d1\u0080\u00d1\u008f\u00d0\u00bc\u00d1\u008b\u00d0\u00b5 \u00d0\u00bf\u00d1\u0080\u00d0\u00be\u00d0\u00b4\u00d0\u00b0\u00d0\u00b6\u00d0\u00b8 (\u00d1\u0081\u00d0\u00b5\u00d1\u0082\u00d0\u00b5\u00d0\u00b2\u00d0\u00be\u00d0\u00b9 \u00d0\u00bc\u00d0\u00b0\u00d1\u0080\u00d0\u00ba\u00d0\u00b5\u00d1\u0082\u00d0\u00b8\u00d0\u00bd\u00d0\u00b3). 7936"},{"2":"tbk"}]}},{"084":{"ind1":"#","ind2":"#","subfields":[{"$a":"\u00d0\u00a0\u00d0\u00b5\u00d0\u00ba\u00d0\u00bb\u00d0\u00b0\u00d0\u00bc\u00d0\u00b0. \u00d0\u009c\u00d0\u00b0\u00d1\u0080\u00d0\u00ba\u00d0\u00b5\u00d1\u0082\u00d0\u00b8\u00d0\u00bd\u00d0\u00b3. PR. 795"},{"2":"tbk"}]}},{"084":{"ind1":"#","ind2":"#","subfields":[{"$a":"\u00d0\u009e\u00d1\u0081\u00d0\u00bd\u00d0\u00be\u00d0\u00b2\u00d1\u008b \u00d0\u00bc\u00d0\u00b0\u00d1\u0080\u00d0\u00ba\u00d0\u00b5\u00d1\u0082\u00d0\u00b8\u00d0\u00bd\u00d0\u00b3\u00d0\u00b0. 7953"},{"2":"tbk"}]}},{"084":{"ind1":"#","ind2":"#","subfields":[{"$a":"\u00d0\u009e\u00d1\u0082\u00d1\u0080\u00d0\u00b0\u00d1\u0081\u00d0\u00bb\u00d0\u00b5\u00d0\u00b2\u00d0\u00be\u00d0\u00b9 \u00d0\u00bc\u00d0\u00b0\u00d1\u0080\u00d0\u00ba\u00d0\u00b5\u00d1\u0082\u00d0\u00b8\u00d0\u00bd\u00d0\u00b3. 7954"},{"2":"tbk"}]}},{"084":{"ind1":"#","ind2":"#","subfields":[{"$a":"\u00d0\u009c\u00d0\u00b0\u00d1\u0080\u00d0\u00ba\u00d0\u00b5\u00d1\u0082\u00d0\u00b8\u00d0\u00bd\u00d0\u00b3\u00d0\u00be\u00d0\u00b2\u00d1\u008b\u00d0\u00b5 \u00d0\u00b8\u00d1\u0081\u00d1\u0081\u00d0\u00bb\u00d0\u00b5\u00d0\u00b4\u00d0\u00be\u00d0\u00b2\u00d0\u00b0\u00d0\u00bd\u00d0\u00b8\u00d1\u008f. \u00d0\u0091\u00d0\u00b5\u00d0\u00bd\u00d1\u0087\u00d0\u00bc\u00d0\u00b0\u00d1\u0080\u00d0\u00ba\u00d0\u00b8\u00d0\u00bd\u00d0\u00b3. 7955"},{"2":"tbk"}]}},{"084":{"ind1":"#","ind2":"#","subfields":[{"$a":"\u00d0\u009e\u00d0\u00b1\u00d1\u0089\u00d0\u00b5\u00d1\u0081\u00d1\u0082\u00d0\u00b2\u00d0\u00b5\u00d0\u00bd\u00d0\u00bd\u00d1\u008b\u00d0\u00b5 \u00d0\u00bd\u00d0\u00b0\u00d1\u0083\u00d0\u00ba\u00d0\u00b8 \u00d0\u00b8 \u00d0\u00b8\u00d0\u00b4\u00d0\u00b5\u00d0\u00be\u00d0\u00bb\u00d0\u00be\u00d0\u00b3\u00d0\u00b8\u00d1\u008f. 00.08"},{"2":"grnti"}]}},{"100":{"ind1":"#","ind2":"1","subfields":[{"$a":"Muzykant, Valyeriy "}]}},{"245":{"ind1":"0","ind2":"0","subfields":[{"$a":"Integrated marketing communications"},{"$c":"Textbook"}]}},{"260":{"ind1":"1","ind2":"#","subfields":[{"$a":"Moscow"},{"$b":"Publishing Center RIOR"},{"$c":"2017"}]}},{"300":{"ind1":"#","ind2":"#","subfields":[{"$a":"218 p."}]}},{"500":{"ind1":"#","ind2":"#","subfields":[{"$a":"The hand book deals with integrated marketing communication (IMC) as the part of advertising and promotion campaign. IMC is a concept introduced in the 1990s and being considered as an important part 7 P\u00e2\u0080\u0099s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade mark and effective  positioning . IMCintegrates ATL-and BTL-advertising with the aim to reach target audience in the market era. The author, Professor V.L. Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the IMC position during campaigning. Special focus is being made to aATL-and BTL-skills of the contemporary specialist."},{"$a":"integrated communications, ATL- tools, BTL- tools, IMC campaign, target audience, Unique selling proposition, soft positioning, rigid positioning"},{"$a":"10.12737\/8184"}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Marketingovye osnovy upravleniya kommunikaciyami: Uchebnoe posobie. \u00e2\u0080\u0093 M.: Eksmo, 2009."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Psihologiya i sociologiya v reklame: Uchebnoe posobie. \u00e2\u0080\u0093 M.: RIOR: INFRA-M, 2012."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama v deystvii: istoriya, auditoriya, priemy: Uchebnoe posobie. \u00e2\u0080\u0093 M.: Eksmo, 2007."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama v deystvii: strategii prodvizheniya: Uchebnoe posobie. \u00e2\u0080\u0093 M.: Eksmo, 2008"}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama v deystvii: effektivnye brend-kommunikacii: Uchebnoe posobie. \u00e2\u0080\u0093 M.: Eksmo, 2009."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama i PR -tehnologii. \u00e2\u0080\u0093 M.: Armada Press: Drofa, 2002."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Formirovanie brenda sredstvami reklamy i PR: Uchebnoe posobie. \u00e2\u0080\u0093 2- e dop. izd. \u00e2\u0080\u0093 M.: Ekonomist', 2006."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Bove K., Arens U. Sovremennaya reklama: Per. s angl. \u00e2\u0080\u0094 Tol'yatti: Izdatel'skiy Dom Dovgan', 1995."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Nozdreva R.B., Krylova G.D., Sokolova M.I., Grechkov V.Yu. Marketing. \u00e2\u0080\u0093 M.: Yurist', 2000."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Paramonova T.N. Organizaciya merchandayzinga v roznichnom torgovom predpriyatii: Uchebnoe posobie. \u00e2\u0080\u0093 M., 2002."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Rozhkov I.Ya. Reklama: planka dlya profi. \u00e2\u0080\u0093 M.: Stranica, 1998."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Feofanov O.A. Reklama: novye tehnologii v Rossii. \u00e2\u0080\u0094 SPb.: Piter, 2000."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Aleshina I.V. Pablik rileyshnz dlya menedzherov i marketerov. \u00e2\u0080\u0094 M., 2001."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Borisov B.L. Tehnologiya reklamy i PR: Uchebnoe posobie. \u00e2\u0080\u0094 M.: FAIR -PRESS, 2001."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Lebedev A.N., Bokovikov A.K. Eksperimental'naya psihologiya v rossiyskoy reklame. \u00e2\u0080\u0093 M.: Akademia, 1995."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Pochepcov G.G. Teoriya kommunikacii. \u00e2\u0080\u0094 M.: REF BUK. VAKLER, 2001."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Chumikov A.N., Bocharov M.P. Svyazi s obschestvennost'yu: teoriya i praktika: Uchebnoe posobie. \u00e2\u0080\u0094 M.: Delo, 2003."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Sharkov F.I. Reklama i svyazi s obschestvennost'yu. Tehnologiya i metodika: V 2- h ch. \u00e2\u0080\u0094 M., 2003."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Evstaf'ev V., Yasonov V. Vvedenie v mediaplanirovanie: Uchebnoe posobie dlya nachinayuschih mediaplanerov. \u00e2\u0080\u0094 M.: RIP \u00e2\u0080\u0094 Holding, 2000."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Ivanov A.N. Besplatnaya reklama. \u00e2\u0080\u0094 M.: Al'pina Pablisherz, 2010."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Leveshko R.P. Analiz effektivnosti reklamy. \u00e2\u0080\u0094 SPb., 2002."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Nazaykin A.N. Effektivnaya reklama v presse. \u00e2\u0080\u0094 M.: Izd- vo mezhdunarodnogo instituta reklamy, 2001."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Shmatov G.A. Osnovy mediaplanirovaniya: evristicheskiy podhod. \u00e2\u0080\u0094 Ekaterinburg: Izd-vo Ural'skogo universiteta, 2007."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama kak social'nyy institut: Vozniknovenie i osnovnye etapy razvitiya: Avtoref. dis. ... d- ra sociol. nauk \/ In- t social'no- polit. issled. \u00e2\u0080\u0094 M., 1998."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Rossiter Dzh.R., Persi R. Reklama i prodvizhenie tovarov. \u00e2\u0080\u0094 SPb.: Piter, 2000."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Ul'yanova T.A. Reklama kak ob'ekt sociologicheskogo analiza: Avtoref. dis. ... kand. sociol. nauk \/ MGU im. M.V. Lomonosova. \u00e2\u0080\u0094 M., 1996."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Ul'yanova T. Sociologicheskie issledovaniya sredstv rasprostraneniya reklamy. \u00e2\u0080\u0094 M.: INION RAN, 1995."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Ul'yanova T., Mishina Yu. Specifika sociologicheskih issledovaniy reklamy. \u00e2\u0080\u0094 M.: INION RAN, 1994."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Fedotova L.N. Sociologiya reklamnoy deyatel'nosti. \u00e2\u0080\u0094 M., 2002."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Shigapova D.K. Reklama kak social'nyy institut: Avtoref. dis. ... kand. sociol. nauk \/ Kazan. gos. un t. \u00e2\u0080\u0094 Kazan', 1995."}]}},{"533":{"ind1":"#","ind2":"#","subfields":[{"$a":"There is an electronic copy"}]}},{"856":{"ind1":"4","ind2":"#","subfields":[{"$a":"riorpub.com"},{"$u":""}]}}]}