Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market. As 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 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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Book Description
Editorial Reviews
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.
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1 of 1 people found the following review helpful:
5.0 out of 5 stars
Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card (Hardcover),
This review is from: Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card (Hardcover)
This book is the most comprehensive and factual based book on what is happening in the real world. It provides a marketer the ability to integrate consistently within the promotional and advertising realm. The book is even a go to if cost effective alternatives are needed.
4.0 out of 5 stars
textbook always update every year....,
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This review is from: Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card (Hardcover)
My professor is nice that allow us to use this edition. This one is pretty much the same as 9th edition after compare to my classmate's textbook, but you can save more than 50 dollars. If you are just want to read some books about advertising and promotion and learn by yourself, I suggested this one instead buying the 9th edition. It mind content less information about social network and online advertising, however, it is still a nice one.
1 of 2 people found the following review helpful:
5.0 out of 5 stars
Great quality, great price,
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This review is from: Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card (Hardcover)
I was able to use this book instead of the new edition because both are nearly identical. I was able to save a ton of money on this high quality book.
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