Advertising and Promotion: An Integrated Marketing Communications Perspective

George E. Belch; Michael A. Guolla; Michael A. Belch

ISBN 10: 1259272303 / ISBN 13: 9781259272301

Published by McGraw Hill Ryerson, 2017

About this Item

Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.

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Bibliographic Details

• Title: Advertising and Promotion: An Integrated Marketing Communications Perspective
• Publisher: McGraw Hill Ryerson
• Publication Date: 2017
• Language: English
• ISBN 10: 1259272303
• ISBN 13: 9781259272301
• Binding: Soft cover
• Condition: Very Good
• Weight: 2.7 pounds

About this title

Synopsis

Guolla/Belch Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.  Utilizing a decision oriented framework, the Sixth Canadian Edition offers current Canadian examples and data, an increased focus on social media and mobile technology, current theory, and visual balance through numerous figures and exhibits.  

About the Authors

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 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.

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