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Advertising and Promotion: An Integrated Marketing Communications Perspective 9th Edition is a comprehensive book on advertising from an integrated marketing communications perspective. The book comprises chapters on developing integrated marketing communications program, objectives and budgeting for integrated marketing communications program and monitoring, evaluation and control. In addition, the book provides various strategies to the readers to shift from conventional methods of advertising to a more widely recognized approach. This book is essential for professionals in the field of advertising and management students. About the Authors George Belch is an American academic author. He 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. 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 also works as a consultant for a number of companies in the areas of advertising, marketing strategy, and market research.
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