Advertising and Promotion: With Powerweb

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9780071108522: Advertising and Promotion: With Powerweb
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As 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 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.

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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.

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Other Popular Editions of the Same Title

9780071240437: Advertising and Promotion: An Integrated Marketing Communications Perspective

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ISBN 10:  0071240438 ISBN 13:  9780071240437
Publisher: McGraw Hill Higher Education, 2003
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9780071180269: Advertising and Promotion: An Integrated Marketing-Communications Approach (The McGraw-Hill/Irwin series in marketing)

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9780072931532: Advertising and Promotion

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9780071160889: Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective

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