Detalles MARC
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05809nam a22004933i 4500 |
| 001 - CONTROL NUMBER |
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EBC1098134 |
| 003 - CONTROL NUMBER IDENTIFIER |
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MiAaPQ |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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20221021141538.0 |
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m o d | |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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cr cnu|||||||| |
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211129s2013 xx o ||||0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780749464882 |
| Qualifying information |
(electronic bk.) |
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| Canceled/invalid ISBN |
9780749464875 |
| 035 ## - |
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| System control number |
(MiAaPQ)EBC1098134 |
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| System control number |
(Au-PeEL)EBL1098134 |
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| System control number |
(CaPaEBR)ebr10638813 |
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| System control number |
(CaONFJC)MIL418614 |
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| System control number |
(OCoLC)823170163 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
MiAaPQ |
| Language of cataloging |
eng |
| Description conventions |
rda |
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pn |
| Transcribing agency |
MiAaPQ |
| Modifying agency |
MiAaPQ |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5718 |
| Item number |
.T456 2013 |
| 082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.45 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Theobald, Theo. |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
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| Title |
On Message : |
| Remainder of title |
Precision Communication for the Digital Age / |
| Statement of responsibility, etc. |
Theo Theobald. |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
First edition |
| 264 #1 - |
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| Place of production, publication, distribution, manufacture |
London : |
| Name of producer, publisher, distributor, manufacturer |
Kogan Page, Limited, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2013. |
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| Date of production, publication, distribution, manufacture, or copyright notice |
©2013. |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
1 online resource (200 pages) |
| 336 ## - CONTENT TYPE |
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| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Media type term |
computer |
| Media type code |
c |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
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| Carrier type term |
online resource |
| Carrier type code |
cr |
| Source |
rdacarrier |
| 505 0# - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Intro -- Contents -- Acknowledgements -- Introduction -- Section One The digital landscape: context, competition and technology change -- 01 How did we get here? -- Where social networking began -- The evolution of social networking -- Coming of age -- Exploiting the available media -- In short -- Tip -- 02 This is new media -- Blogs and tweets -- Critics of social networking -- Networking basics -- Focus -- Creating communities -- In short -- Tip -- 03 Lessons from the past -- John F. Kennedy − 'Ich Bin Ein Berliner' -- Winston Churchill - 'Never was so much owed by so many to so few' -- Steve Jobs - Stanford address 2005 -- In short -- Tip -- 04 What are we up against? -- The audience holds the power -- Opinions can be volatile -- Information overload -- Technological malfunction -- In short -- Tip -- Section Two Guiding principles: stickiness and blogging -- 05 All about stickiness -- How stickiness helps -- Two-way (social) listening -- Building an ever-ready audience -- Opinions, accord and answers -- Pulling the trigger -- In short -- Tip -- Answers to exercise 5.1 -- 06 How to get stickier -- Relevance -- Universality -- Solution -- Feelings -- Trust -- In short -- Tip -- 07 Thoughts about blogging -- What are blogs? -- 1. Find out why -- 2. Pull don't push -- 3. Consider who is responsible -- 4. Phase your blog in -- 5. Plan your time -- In short -- Tip -- Section Three Understanding customers: personal branding, segmentation and sales principles -- 08 Building a brand to deliver better messaging -- How brands are built -- Brand case studies -- In short -- Tip -- 09 Segmenting an audience -- Who are your prospects? -- Sorting out your 'all sorts' -- Simple segmentation -- Complex segmentation -- The future of segmentation -- In short -- Tip -- 10 Developing relevance via marketing and sales -- Applying the 'so what?' test. |
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| Formatted contents note |
Try something new (test marketing) -- Developing a sales proposition -- In short -- Tip -- Section Four The nuts and bolts of better writing: 'how to' guides on writing and editing -- 11 Gathering content -- Getting to grips with the audience -- Listening skills -- Be curious -- Researching sources -- Assimilating information -- Processing content -- Keep fresh -- In short -- Tip -- 12 Developing the message -- Sales versus happy traffic -- Integrated communications -- Managing the platforms -- Planning output -- Don't be cheeky! -- In short -- Tip -- 13 How to write better copy -- Revision (grammar and all that) -- Use spell checker -- Let's write -- Looking back - a review process -- Getting to the point -- Starting point -- Simplicity -- Developing themes -- Pay-off -- In short -- Tip -- 14 How to edit existing copy -- The process of précis -- In short -- Tip -- Section Five Advanced technique: going global, expanding creativity, storytelling and more -- 15 Crossing boundaries and going global -- Finding similarity and celebrating difference -- Researching your new markets -- Guidance for cross-border communication -- In short -- Tip -- 16 Expanding creative horizons -- Creative writing - developing a workable strategy -- Getting started -- Mix things up -- Cut yourself some slack -- Find the right time -- Record your spontaneous thoughts -- Review your efforts -- Understanding the barriers to creativity -- In short -- Tip -- 17 Storytelling -- The first storytellers -- Why stories work -- Where our best stories come from -- Making stories effective -- Seven inputs for better stories -- In short -- Tip -- 18 Revision, consolidation and the way forward -- Change -- Behind the scenes -- Be active and reflective -- Trends -- Five points to remember -- Crossover -- Be yourself -- Further Reading. |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
Combining the classic commandments of persuasive writing and the increasing demands of the newest of new media, On Message shows how it's not what we write that makes messages stick but who will bother to listen. |
| 588 ## - |
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| Source of description note |
Description based on publisher supplied metadata and other sources. |
| 590 ## - LOCAL NOTE (RLIN) |
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| Local note |
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Business communication. |
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| Topical term or geographic name entry element |
Online social networks. |
| 655 #4 - |
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| Genre/form data or focus term |
Electronic books. |
| 776 08 - |
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| Relationship information |
Print version: |
| Main entry heading |
Theobald, Theo |
| Title |
On Message |
| Place, publisher, and date of publication |
London : Kogan Page, Limited,c2013 |
| International Standard Book Number |
9780749464875 |
| 797 2# - |
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| Corporate name or jurisdiction name as entry element |
ProQuest (Firm) |
| 856 ## - |
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| Uniform Resource Identifier |
https://login.ezproxy.pucpr.edu/login?url=https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=1098134 |
| Link text |
Acceso Remoto |
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| Uniform Resource Identifier |
https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=1098134 |
| Link text |
Acceso en el Campus PUCPR |
| 942 ## - |
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| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Libro electrónico |