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Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition Hardcover – January 25, 2011

ISBN-13: 978-0073404868 ISBN-10: 0073404861 Edition: 9th

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Product Details

  • Hardcover: 864 pages
  • Publisher: McGraw-Hill/Irwin; 9th edition (January 25, 2011)
  • Language: English
  • ISBN-10: 0073404861
  • ISBN-13: 978-0073404868
  • Product Dimensions: 10.9 x 8.6 x 1.2 inches
  • Shipping Weight: 4.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.4 out of 5 stars  See all reviews (23 customer reviews)
  • Amazon Best Sellers Rank: #890 in Books (See Top 100 in Books)

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.

Customer Reviews

3.4 out of 5 stars
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Most Helpful Customer Reviews

3 of 3 people found the following review helpful By AR on April 5, 2013
Format: Kindle Edition Verified Purchase
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!$$
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Format: Hardcover
Along with Kotler's books of marketing management, this is also a good textbook for marketing. It provide valuable marketing and promotional tips that readers are able to apply in their marketing practices. It's a good book to keep even after your class is over. An excellent book for cross-reference with this one is Cognitive Search Marketing & Paid Search: Theory, Experiment, Practice and Tactics: A PPC Paradigm Powered by Persuasion and Cognition. Not only is this book an abundant reference resources for your marketing term papers and research projects but also is this book a good one to keep even after your marketing class is over. The book provides startup very valuable tips in setting up online marketing campaign, targeting paid search. It provides online business solutions, from demand generation all the way down to conversion. It demonstrates abundant persuasive ad copy writing tips along with examples that you can refer to immediately. It also shows its readers how to write effective PPC ads by applying cognitive science and which has never been addressed on the books I have ever read. It covers a deeper grounds in landing page optimization and bidding management with strategic planning and highly valuable tactics. The "Cognitive Search Marketing and Paid Search" also demonstrates a complete walk-through in a PPC campaign with case study, from keyword generation, ad copy writing, bidding management, down to conversion tracking. One of the best part of this book is its demonstration on MRI placement targeting and it just blew my mind.Read more ›
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Format: Paperback Verified Purchase
The text book seemed adequate with good examples and clearly defined terminology. However our professor drew his exam questions from lectures and powerpoint slides, so after the first chapter we rarely used it even though readings were assigned
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Format: Hardcover Verified Purchase
i had to purchase this book for school but it was a contemporary and interesting read. The hardcover is pretty heavy but very high quality.
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By Huimin Xu on December 9, 2013
Format: Hardcover
The content is not bad but there are many typos. I just started reviewing this book and found 3 mistakes in the calculations on page. 353, 354 & 355.
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By shawn on September 23, 2013
Format: Hardcover Verified Purchase
i recommend this to everyone. i really like this book. this has all the things in my belief you need to know about advertising.
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By Julia M on September 18, 2013
Format: Hardcover Verified Purchase
This textbook breaks down branding and integrated marketing into steps and case studies. It's pretty relevant and definitely informative; a good read.
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By MengmengChen on September 4, 2013
Format: Hardcover Verified Purchase
Although it's deliver slowly, May be is far away, but It's looks new, and No notes, I like it !!!!!!!!
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