Advertising and Promotion: An Integrated Marketing Communications Perspective by George Belch

Advertising and Promotion: An Integrated Marketing Communications Perspective by George Belch

To effectively plan, implement, and evaluate Integrated Marketing Communications programs, one must understand the overall marketing process, consumer behavior, and communications theory. This book helps students understand the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.

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	Unavailable
ISBN 13	9781259548147
ISBN 10	1259548147
Title	Advertising and Promotion: An Integrated Marketing Communications Perspective
Author	George Belch
Condition	Unavailable
Binding Type	Hardback
Publisher	McGraw-Hill Education
Year published	2017-04-16
Number of pages	896
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.