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Advertising and Promotion: An Integrated Marketing Communications Perspective Hardcover – January 16, 2014

ISBN-13: 978-0078028977 ISBN-10: 0078028973 Edition: 10th

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Advertising and Promotion: An Integrated Marketing Communications Perspective + Publication Manual of the American Psychological Association, 6th Edition
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Product Details

  • Hardcover: 880 pages
  • Publisher: McGraw-Hill/Irwin; 10 edition (January 16, 2014)
  • Language: English
  • ISBN-10: 0078028973
  • ISBN-13: 978-0078028977
  • Product Dimensions: 8.7 x 1.8 x 10.9 inches
  • Shipping Weight: 3.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #2,874 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

4.2 out of 5 stars
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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Samantha on May 21, 2014
Format: Hardcover Verified Purchase
This was a great text regarding IMC. Very through and relevant. A great tool to be used for Marketing Professionals. Loaded with real life examples that appropriately apply the concepts and theory presented.
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1 of 1 people found the following review helpful By Jeremy on September 22, 2014
Format: Kindle Edition Verified Purchase
Some text books are great reads. They are filled with information about the topic, include relevant examples, and explain things concisely. This book is not one of them. The information is buried in tons of redundant examples and verbose descriptions. There are also long winded real life stories that would add to the topic if the reader was not already bogged down in the overwhelming text.I never knew what a poorly written text book looked like until this semester. I saved this class for my senior year because it was the class that I most looked forward to. Having to read this book is ruining the class and taking time that could be better used studying for other classes or doing other valuable activities.
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By Mike Herder on September 20, 2014
Format: Hardcover Verified Purchase
Not a bad text. It arrived on the date it was promised, and its a decent class resource.
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By Reid on August 10, 2014
Format: Hardcover Verified Purchase
Great read and up to date. The examples are interesting and relevant.
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