Synopsis
The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet.
Belch/Belch/Guolla 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. Belch/Belch/Guolla conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.
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About the Authors
Michael Guolla is an assistant professor at School of Management of the University of Ottawa. He completed his Ph.D. in Business Administration with a concentration in Marketing at The University of Michigan (Ann Arbor) and received his Honours in Business Administration from the Richard Ivey School of Business at The University of Western Ontario. Dr. Guolla has published articles in academic journals, proceedings of scholarly conferences, and management journals in the areas of customer satisfaction, innovation, marketing strategy, and business marketing. He has also written many cases. Professor Guolla's most recent teaching includes promotion management, services marketing, and marketing research. He has previously taught at Richard Ivey School of Business, The Michigan Business School, and at Queen's Business School.
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.
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