Advertising and Promotion: An Integrated Marketing Communications Perspective

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9780072314458: Advertising and Promotion: An Integrated Marketing Communications Perspective
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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 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 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 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

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9780072866148: Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb

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ISBN 10:  0072866144 ISBN 13:  9780072866148
Publisher: McGraw-Hill/Irwin, 2003
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9780072536768: Advertising and Promotion: An Integrated Marketing Communications Perspective, Sixth Edition (The Mcgraw-Hill/Irwin Series in Marketing)

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9780072508826: Advertising and Promotion with Powerweb

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Book Description Irwin Professional Pub, 2000. Hardcover. Condition: New. 5th or later Edition. 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 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 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. Series: Irwin/Mcgraw-Hill Series in Marketing Hardcover: 880 pages Publisher: Irwin Professional Pub; 5th edition (August 29, 2000) Language: English ISBN-10: 0072314451 ISBN-13: 978-0072314458 Product Dimensions: 1.2 x 8.5 x 10.8 inches Shipping Weight: 4.6 pounds. Seller Inventory # ABE-1527891590292

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