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George E. Belch
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Advertising and Promotion: An Integrated Marketing Communications Perspective Hardcover – 16 August 2011

by George Belch (Author), Michael Belch (Author)
4.1 out of 5 stars 184 ratings
Edition: 9th
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Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.
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  1. ISBN-10
    0073404861
  2. ISBN-13
    978-0073404868
  3. Edition
    9th
  4. Publisher
    McGraw-Hill Professional
  5. Publication date
    16 August 2011
  6. Language
    English
  7. Dimensions
    21.08 x 3.56 x 29.46 cm
  8. Print length
    864 pages
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Advertising and Promotion: An Integrated Marketing Communications Perspective
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About the Author

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.

Product details

  • Publisher ‏ : ‎ McGraw-Hill Professional
  • Publication date ‏ : ‎ 16 August 2011
  • Edition ‏ : ‎ 9th
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 864 pages
  • ISBN-10 ‏ : ‎ 0073404861
  • ISBN-13 ‏ : ‎ 978-0073404868
  • Item weight ‏ : ‎ 1.95 kg
  • Dimensions ‏ : ‎ 21.08 x 3.56 x 29.46 cm
  • Customer Reviews:
    4.1 out of 5 stars 184 ratings

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George E. Belch

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  • Aussy Deby
    5.0 out of 5 stars Buono
    Reviewed in Italy on 17 June 2014
    Verified Purchase
    Il prodotto era in ottime condizioni come indicato. Sono soddisfatta sia della rapidità di consegna che delle condizioni del prodotto.
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  • Daleena
    5.0 out of 5 stars great book
    Reviewed in the United States on 8 August 2015
    Verified Purchase
    I loved this book, it was filled so much useful information and gave me a better understanding of advertising in the real world. I recommend this book to and advertising or marketing major
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  • Varun V
    5.0 out of 5 stars Good Quality, Exactly what I ordered
    Reviewed in India on 7 September 2021
    Verified Purchase
    It came in extremely handy for my exam preparation. The book is of good quality, and all pages were intact.
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    Varun V
    5.0 out of 5 stars
    Good Quality, Exactly what I ordered

    Reviewed in India on 7 September 2021
    It came in extremely handy for my exam preparation. The book is of good quality, and all pages were intact.
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  • Zoonie Nair
    4.0 out of 5 stars Comprehensive
    Reviewed in India on 25 August 2024
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    Good
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  • ARise
    4.0 out of 5 stars A Textbook that's Interesting
    Reviewed in the United States on 6 April 2013
    Verified Purchase
    I got the Kindle "rented" version for 3 months - it's ridiculously priced to buy or to rent - obscene and they should be ashamed. That said - the book, while slow going, is absolutely fascinating. I would take this class again just to read the rest of the book that I missed!
    It's updated fairly regularly every couple years it seems - I recommend it. Oh, and say goodbye to your money $ka-ching!$$
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