Advertising and Promotion: An Integrated Marketing Communications Perspective (The McGraw-Hill/Irwin Series in Marketing) - Softcover
The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. 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. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.
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About the Author:
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.
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.
"About this title" may belong to another edition of this title.
- PublisherMcGraw-Hill Education (ISE Editions)
- Publication date2003
- ISBN 10 0071214380
- ISBN 13 9780071214384
- BindingPaperback
- Edition number6
- Number of pages864
- Rating
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Advertising and Promotion: An Integrated Marketing Communications Perspective (McGraw-Hill/Irwin Series in Marketing)
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Advertising and Promotion: An Integrated Marketing Communications Perspective (McGraw-Hill/Irwin Series in Marketing)
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McGraw-Hill Education (ISE Edi
(2003)
ISBN 10: 0071214380
ISBN 13: 9780071214384
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Advertising and Promotion: An Integrated Marketing Communications Perspective (The Mcgraw-Hill/Irwin Series in Marketing)
Published by
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(2004)
ISBN 10: 0071214380
ISBN 13: 9780071214384
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Advertising and Promotion: An Integrated Marketing Communications Perspective (The Mcgraw-Hill/Irwin
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ISBN 10: 0071214380
ISBN 13: 9780071214384
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