Advertising and Promotion

Belch, George & Michael Belch & Michael Guolla

ISBN 10: 0070974284 / ISBN 13: 9780070974289

Published by McGraw-Hill Ryerson Higher Education, 2008

About this Item

In very good condition. The binding is tight and the pages are clean and intact. The cover is intact but has some shelf wear, marks, and/or other blemishes. ; 21.844 X 2.794 X 27.686 centimeters; 592 pages; Reduced price by 10% on June 19, 2025.

Seller Inventory # OD-AUUQ-Z0AN

Bibliographic Details

• Title: Advertising and Promotion
• Publisher: McGraw-Hill Ryerson Higher Education
• Publication Date: 2008
• Language: English
• ISBN 10: 0070974284
• ISBN 13: 9780070974289
• Binding: Hardcover
• Condition: Very Good

About this title

Synopsis

While advertising is this texts' primary focus, Belch et al recognizes the evolution of the advertising industry and the fact that most organizations now incorporate much more than just advertising into their promotional program. The IMC perspective calls for a "big picture" approach to planning marketing and promotion programs and Belch aims to provide just that. The seamless integration of IMC perspective boxes and the new IMC planning sections that end each chapter, ensure that the text provides a complete and accurate picture of the role of advertising and promotion in today's business world.

About the Author

Michael Guolla is an assistant professor at School of Management of the University of Ottawa. He completed his Ph.D. in Business Administration with a concentration in Marketing at The University of Michigan (Ann Arbor) and received his Honours in Business Administration from the Richard Ivey School of Business at The University of Western Ontario. Dr. Guolla has published articles in academic journals, proceedings of scholarly conferences, and management journals in the areas of customer satisfaction, innovation, marketing strategy, and business marketing. He has also written many cases. Professor Guolla's most recent teaching includes promotion management, services marketing, and marketing research. He has previously taught at Richard Ivey School of Business, The Michigan Business School, and at Queen's Business School.