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Advertising and Promotion: An Integrated Marketing Communications Perspective Hardcover – 16 August 2011
by
George Belch
(Author),
Michael Belch
(Author)
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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.
- ISBN-100073404861
- ISBN-13978-0073404868
- Edition9th
- PublisherMcGraw-Hill Professional
- Publication date16 August 2011
- LanguageEnglish
- Dimensions21.08 x 3.56 x 29.46 cm
- Print length864 pages
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Product description
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.
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
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Aussy DebyReviewed in Italy on 17 June 2014
5.0 out of 5 stars Buono
Verified Purchase - DaleenaReviewed in the United States on 8 August 2015
5.0 out of 5 stars great book
Verified PurchaseI 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
- Varun VReviewed in India on 7 September 2021
5.0 out of 5 stars Good Quality, Exactly what I ordered
Verified PurchaseIt came in extremely handy for my exam preparation. The book is of good quality, and all pages were intact.
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- ARiseReviewed in the United States on 6 April 2013
4.0 out of 5 stars A Textbook that's Interesting
Verified PurchaseI 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!$$