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Advertising and Promotion: An Integrated Marketing Communications Perspective, by George E. Belch
Download Ebook Advertising and Promotion: An Integrated Marketing Communications Perspective, by George E. Belch
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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.
- Sales Rank: #1659253 in Books
- Published on: 2011-08-01
- Original language: English
- Number of items: 1
- Dimensions: 10.83" h x .98" w x 8.66" l, .0 pounds
- Binding: Paperback
- 808 pages
About the Author
George Belch is a 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 Michael Belch is a 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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
This LISTING is WRONG.
By Rick Wingender
My seller was awesome; shipped promptly and the book is in great condition. No comment about the book itself, I just got it today. My rating is because of the listing itself - whatever idiot created the listing said it has 1760 pages for the hardcover, and 842 for the softcover, "global" edition. Well, the hardcover also has 842 pages, not 1760 as described in the listing. I wouldn't be so pissed about it, except that I was expecting a 1760 page book, had a problem with a previous seller where this was ONE of the points of contention. SOMEBODY needs to correct the stupid listing.
0 of 0 people found the following review helpful.
Very Good Book On Advertising!
By Amazon Customer
Really enjoyed reading this book for Advertising class. Easy read & learned many things.
0 of 0 people found the following review helpful.
Five Stars
By Oscar V.
seriously wont of the most up to date ad and promo textbooks out there.
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