Synopsis
Designed to meet the needs of the business student, this text provides balanced coverage of all communication tools-advertising, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public relations, and Internet communications. Unlike other books, this unique text teaches future business professionals how all the promotional tools work. More importantly, it teaches them how to integrate their use for maximum effect.
About the Author
Rich Semenik is Dean of the College of Business at Montana State University and holds faculty rank as Professor of Marketing. He is also founder and Executive Director of the College's Center for Entrepreneurship for the New West. Before coming to Montana State, Rich was head of the Marketing Department at the Eccles School of Business at the University of Utah and Associate Dean for Research. His expertise is in the areas of marketing strategy, advertising and branding. He has delivered speeches and seminars on these topics across the United States and in Ireland, Italy, the Netherlands, Finland, Mexico, Germany, France, Belgium and Scotland. He has also been a Visiting Research Scholar at the Vrije Universiteit in Amsterdam, The Netherlands, and Visiting Scholar at Anahuac Universidad in Mexico City, Mexico.
Rich has published more than 50 articles and 14 books on advertising and branding strategy. He serves as an ad hoc reviewer for major journals in the area of marketing and advertising including The Journal of Advertising, The International Journal of Advertising, The Journal of Health Care Marketing, The Journal of Consumer Research, and Advances in Nonprofit Marketing.
He has consulted with major corporations, advertising agencies, and early stage start-up companies including IBM, Premier Resorts International, SFX Entertainment, the Van Gogh Museum (Netherlands), American Investment Bank. Printinforless.com, InfoGears, Scientific Materials, and LigoCyte Pharmaceuticals. He has also co-founded two companies. Professor Semenik also served on the National Board of Directors of the American Advertising Museum (2000-2003) and the Industry Relations Board of the American Academy of Advertising (2001). Rich received his undergraduate degree from the University of Michigan, M.B.A from Michigan State University, and his Ph.D. from the Ohio State University.
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