Advertising and Promotion: An Integrated Marketing Communications Perspective

3.84 avg rating
( 200 ratings by Goodreads )
 
9780073101262: Advertising and Promotion: An Integrated Marketing Communications Perspective

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.

"synopsis" may belong to another edition of this title.

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.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

Belch, George E.
Published by U.S.A.: Irwin/McGraw-Hill (2007)
ISBN 10: 0073101265 ISBN 13: 9780073101262
New Hardcover Quantity Available: 1
Seller
Professional Book Services
(Hallandale Beach, FL, U.S.A.)
Rating
[?]

Book Description U.S.A.: Irwin/McGraw-Hill, 2007. Hardcover. Book Condition: New. SHIPS FAST! ! SAME DAY or w/in 24 hours. EXPEDITED SHIPPING AVAILABLE TOO! ! USPS Tracking Number Included FREE! !. Bookseller Inventory # ABE-1484161918347

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 9.99
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

2.

George E. Belch
Published by Irwin/McGraw-Hill (2007)
ISBN 10: 0073101265 ISBN 13: 9780073101262
New Hardcover Quantity Available: 1
Seller
Irish Booksellers
(Rumford, ME, U.S.A.)
Rating
[?]

Book Description Irwin/McGraw-Hill, 2007. Hardcover. Book Condition: New. book. Bookseller Inventory # 0073101265

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 21.01
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

3.

George E. Belch
Published by Irwin/McGraw-Hill (2007)
ISBN 10: 0073101265 ISBN 13: 9780073101262
New Hardcover Quantity Available: 1
Seller
Ergodebooks
(RICHMOND, TX, U.S.A.)
Rating
[?]

Book Description Irwin/McGraw-Hill, 2007. Hardcover. Book Condition: New. Bookseller Inventory # DADAX0073101265

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 19.63
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

4.

Belch, George E.
Published by Irwin/McGraw-Hill (2007)
ISBN 10: 0073101265 ISBN 13: 9780073101262
New Hardcover Quantity Available: 2
Seller
Murray Media
(North Miami Beach, FL, U.S.A.)
Rating
[?]

Book Description Irwin/McGraw-Hill, 2007. Hardcover. Book Condition: New. Bookseller Inventory # P110073101265

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 41.60
Convert Currency

Add to Basket

Shipping: US$ 2.99
Within U.S.A.
Destination, Rates & Speeds

5.

Belch, George E.
Published by Irwin/McGraw-Hill
ISBN 10: 0073101265 ISBN 13: 9780073101262
New Hardcover Quantity Available: 1
Seller
Cloud 9 Books
(Wellington, FL, U.S.A.)
Rating
[?]

Book Description Irwin/McGraw-Hill. Hardcover. Book Condition: New. 0073101265 New Condition. Bookseller Inventory # NEW6.0032359

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 59.99
Convert Currency

Add to Basket

Shipping: US$ 4.99
Within U.S.A.
Destination, Rates & Speeds

6.

George E. Belch and Michael A. Belch
ISBN 10: 0073101265 ISBN 13: 9780073101262
New Quantity Available: 1
Seller
Castle Rock
(Pittsford, NY, U.S.A.)
Rating
[?]

Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800731012621.0

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 137.67
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds