Advertising and Promotion: An Integrated Marketing Communications Perspective (The McGraw-Hill/Irwin Series in Marketing) - Softcover

Belch

Softcover

ISBN 10: 0071214380 ISBN 13: 9780071214384

Publisher: McGraw-Hill Education (ISE Editions), 2003

Synopsis

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.

About this title

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.

Edition details

• Publisher: McGraw-Hill Education (ISE Editions)
• Publication date: 2003
• ISBN 10: 0071214380
• ISBN 13: 9780071214384
• Binding: Paperback
• Language: English
• Edition number: 6
• Number of pages: 864