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Advertising and Promotion (The McGraw-Hill/Irwin Series in Marketing) | 
 enlarge | Authors: George E. Belch, Michael A. Belch
Publisher: McGraw-Hill Publishing Co.
Category: Book
Buy New: $52.12
New (1) Used (4) from $22.67
Rating:  3 reviews
Sales Rank: 2307812
Media: Paperback
Pages: 19
Shipping Weight (lbs): 3.1
Dimensions (in): 11 x 8.5 x 1.5
ISBN: 0071180265
EAN: 9780071180269
ASIN: 0071180265
Publication Date: November 1, 2000
Availability: Usually ships in 1-2 business days
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Product Description
As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, 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.
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| Customer Reviews:
 Fair Condition June 27, 2008
Kathleen Mahaney (MD)
The reason I changed it to being a fair condition is the fact that two of the chapters the pages must have had an issue in the binding. There is a lot of cut off pages in Chapters 15 & 16. I will have to get a copy of those chapters from the instructor for my exam. Other than that, the book was in decent condition.
The shipping time was very prompt, and seller was prompt in responses.
 Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card September 27, 2007
GMV
3 out of 7 found this review helpful
The price was below what my local University was charging by close to $[...] and this is compared to the used price. I chose ground delivery and I received my order ahead of schedule. I would definately buy from [...] again.
Advertising Text Book February 7, 2007
K. Cohoon (Florida)
4 out of 8 found this review helpful
This text book is written better than most. The writing style kept my interest better and it uses interesting examples.
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