Advertising and Promotion : An Integrated Marketing Communications Perspective

Arwin Smallwood

ISBN 10: 0070891303 / ISBN 13: 9780070891302

Published by McGraw-Hill Education - Europe, 2014

About this Item

Used book that is in clean, average condition without any missing pages.

Seller Inventory # 8566096-6

Bibliographic Details

• Title: Advertising and Promotion : An Integrated Marketing Communications Perspective
• Publisher: McGraw-Hill Education - Europe
• Publication Date: 2014
• Language: English
• ISBN 10: 0070891303
• ISBN 13: 9780070891302
• Binding: Hardcover
• Condition: Good
• Weight: 2.88 pounds

About this title

Synopsis

Belch/Belch/Guolla introduces students to advertising and promotion with an integrated marketing communications (IMC) perspective. Providing instructors and students with comprehensive coverage, the new streamlined fifth Canadian edition shows students how to plan and construct an IMC plan better than any other product on the market - through the IMC perspective, current Canadian examples, Canadian data, decision oriented framework, increased social media integration, current theories, and increased amount of visual figures and exhibits.

About the Authors

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.

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.

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