Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin/McGraw-Hill Series in Marketing)

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9780256218992: Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin/McGraw-Hill Series in Marketing)
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This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns.

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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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