Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing)
Language: English
Published by McGraw Hill, 2017
- Hardcover
- Used
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Condition: Used - Good
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- Title
- Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing)
- Author
- Belch, George; Belch, Michael
- Publisher
- McGraw Hill
- Publication year
- 2017
- Condition
- Good
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 1259548147
- ISBN 13
- 9781259548147
- Item weight
- 4.1 pounds
In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
"Synopsis" may belong to another edition of this title.
About the Author
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 the title" may belong to another edition of this title.
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