MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02216cam a22003134a 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
15528275 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170103124834.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
081119s2009 nyu b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2008046497 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780230201798 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.1255 |
| Item number |
D46 2009 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8/27 |
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
De Mesa, Alycia. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Brand Avatar : |
| Remainder of title |
translating virtual world branding into real world success / |
| Statement of responsibility, etc |
Alycia de Mesa. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
Palgrave Macmillan, |
| Date of publication, distribution, etc |
2009. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
187 p. ; |
| Dimensions |
24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
He emergence & characteristics of virtual worlds -- The early worlds -- The adoption continuum -- The establishers -- The culture of virtual world users -- Adult user profiles and habits -- Teen user profiles and habits -- Kids & teen worlds -- The emergence of business within virtual worlds -- Why use virtual worlds? -- Types of businesses within virtual worlds -- Strategies and tactics from real-world brands -- The virtual worlds of proprietary brands -- Strategies, tactics and impact of virtual worlds built around a global brand -- Disney's toontown -- Coke studios -- vMTV -- Success stories -- What's the measure of success? -- Examples of co-branding in virtual worlds -- What companies can learn from 'grass-root' virtual brands -- Failure stories -- Failure defined -- What went wrong -- Lessons learned -- New challenges -- Virtual world standards (the case of IBM) -- Intellectual property theft -- Digital domain law -- Hijacked brands -- The futurist's review -- Reflections on trends, user behaviors and the impact on business and brand strategies. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Virtual reality. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Success in business. |
| 856 42 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Publisher description |
| Uniform Resource Identifier |
<a href="https://www.loc.gov/catdir/enhancements/fy1609/2008046497-d.html">https://www.loc.gov/catdir/enhancements/fy1609/2008046497-d.html</a> |
| 856 41 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Table of contents only |
| Uniform Resource Identifier |
<a href="https://www.loc.gov/catdir/enhancements/fy1609/2008046497-t.html">https://www.loc.gov/catdir/enhancements/fy1609/2008046497-t.html</a> |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
7 |
| b |
cbc |
| c |
orignew |
| d |
1 |
| e |
ecip |
| f |
20 |
| g |
y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Books |
