Advertising and Promotion: An Integrated Marketing Communications Perspective

Belch

ISBN 10: 0073381098 / ISBN 13: 9780073381091

Published by Irwin Professional Pub, USA, 2008

About this Item

Used good, Text appears to have multiple markings though out pages. Cover has wear. Spine is in good sturdy condition. Nice study copy. Multiple copies available this title. Quantity Available: 3. Shipped Weight: Under 1 kilo. Category: Education; ISBN: 0073381098. ISBN/EAN: 9780073381091. Pictures of this item not already displayed here available upon request. Inventory No: 1561030243.

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Bibliographic Details

• Title: Advertising and Promotion: An Integrated Marketing Communications Perspective
• Publisher: Irwin Professional Pub, USA
• Publication Date: 2008
• Language: English
• ISBN 10: 0073381098
• ISBN 13: 9780073381091
• Binding: Hardcover
• Edition: 8th Edition.
• Condition: Good
• Seller catalogs:
  • Education

About this title

Synopsis

Belch/Belch 8th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); 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. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

About the Authors

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.