Author: George Belch
Edition: 9
Publisher: McGraw-Hill/Irwin
Binding: Hardcover
ISBN: 0073404861
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Advertising and Promotion: An Integrated Marketing Communications Perspective
Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC.Advertising and Promotion review. 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 consumerRead full reviews of Advertising And Promotion: An Integrated Marketing Communications Perspective.
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Categories: Sales->Promotion, Marketing->Communication, Advertising->General and miscellaneous. Contributors: George Belch - Author. Format: NOOK Study
Richard d Irwin New York NY 1997. Hardcover. As New. Like New all pages clean Quantity Available: 1. ISBN: 0256218994. ISBN/EAN: 9780256218992. Inventory No: ABE415488662. .
George Belch is a professor and chairman of the Marketing department at San Diego State University. He received a BS in Marketing from Penn State University, an MS 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
"Advertising and Promotion 9th edition Belch continues its Advertising focus with an emphasis on IMC. Advertising and Promotion 9th edition includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. Belch understands 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 th
Advertising and Promotion Reviews
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.
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