Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb by George Belch

Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb by George Belch

Reflects the shift from the conventional methods of advertising to the recognized approach of implementing an integrated marketing communications strategy. This text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.

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 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.

SKU	Non disponible
ISBN 13	9780072866148
ISBN 10	0072866144
Titre	Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb
Auteur	George Belch
État	Non disponible
Type de reliure	Hardback
Éditeur	McGraw-Hill Education - Europe
Année de publication	2003-05-16
Nombre de pages	864
Note de couverture	La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
Note	Non disponible