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Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition, by George E. Belch, Michael A. Belch
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Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); 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. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.
- Sales Rank: #9899 in Books
- Published on: 2011-01-25
- Original language: English
- Number of items: 1
- Dimensions: 11.60" h x 1.40" w x 8.30" l, 4.27 pounds
- Binding: Hardcover
- 864 pages
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.
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
Most helpful customer reviews
3 of 4 people found the following review helpful.
A Textbook that's Interesting
By AR
I got the Kindle "rented" version for 3 months - it's ridiculously priced to buy or to rent - obscene and they should be ashamed. That said - the book, while slow going, is absolutely fascinating. I would take this class again just to read the rest of the book that I missed!
It's updated fairly regularly every couple years it seems - I recommend it. Oh, and say goodbye to your money $ka-ching!$$
1 of 1 people found the following review helpful.
This book does NOT have identical content to the US Edition!
By Steven Schoenwald
Please be advised that this version of the text does NOT have the same content as the US edition. The questions, while generally the same, differ slightly, as do the chapter introductions (which some questions are based off of). If you are looking for a cheap alternative to the US book and will be using it to answer questions in class, AVOID THIS VERSION.
1 of 1 people found the following review helpful.
Excellent Tool!
By Christopher Evenson
I was never big into my marketing classes in business, but this book was an excellent tool with lots of clear and unique examples. I would recommend this textbook for marketing classes.
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