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Advertising and Promotion: An Integrated Marketing Communications Perspective [Paperback]

George E Belch , Michael A Belch
4.0 out of 5 stars  See all reviews (3 customer reviews)
RRP: £47.99
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Book Description

1 Sep 2011
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.

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Advertising and Promotion: An Integrated Marketing Communications Perspective + The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity) + Marketing Research
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Product details

  • Paperback: 808 pages
  • Publisher: McGraw-Hill Higher Education; 9 edition (1 Sep 2011)
  • Language: English
  • ISBN-10: 0071314407
  • ISBN-13: 978-0071314404
  • Product Dimensions: 22 x 27.9 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 116,028 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

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.

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Customer Reviews

4.0 out of 5 stars
4.0 out of 5 stars
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Paperback|Verified Purchase
I am currently using this book to revise for my upcoming exam in Advertising and Promotional Management. The text book was recommended by my lecturer among others but promoted as the main text. I find the content is fairly relevant with some insightful and current case studies. However it is written in a disjointed manner. The chapters dip in and out of various topics and it doesn't seem to have a logical flow. I also feel it could be written in a more concise and direct manner; the same point being made several times in different ways can be tiresome. If I had time I would search for a better textbook.
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5.0 out of 5 stars The product is very good 21 Oct 2013
Format:Paperback|Verified Purchase
The product is very good and I really satisfied with it. I have recommended my friends to try it and they all have positive feedback.
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4.0 out of 5 stars Good book 30 Sep 2013
Format:Paperback|Verified Purchase
Very clear layout and good examples.
The topics covered are complete and up-to-date.
I'm glad I bought it and I recommend it.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.5 out of 5 stars  2 reviews
1 of 1 people found the following review helpful
2.0 out of 5 stars This book does NOT have identical content to the US Edition! 6 Sep 2013
By Steven Schoenwald - Published on Amazon.com
Format:Paperback|Verified Purchase
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.
0 of 5 people found the following review helpful
5.0 out of 5 stars it's whole new! Look very good 1 Feb 2013
By Shuyuan Lai - Published on Amazon.com
Format:Paperback|Verified Purchase
I forget which one, the used or the new, that I bought, but it looks pretty new, a whole new book
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