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Advertising and Promotion: An Integrated Marketing Communications Perspective Paperback – Nov 2008

3.0 out of 5 stars 1 customer review

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Product Details

  • Paperback: 864 pages
  • Publisher: McGraw-Hill Irwin,; 8th edition edition (November 2008)
  • Language: English
  • ISBN-10: 0071284400
  • ISBN-13: 978-0071284400
  • Product Dimensions: 21.6 x 2.5 x 27.4 cm
  • Shipping Weight: 1.7 Kg
  • Average Customer Review: 3.0 out of 5 stars 1 customer review
  • Amazon Bestsellers Rank: #2,625,417 in Books (See Top 100 in Books)
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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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Top Customer Reviews

Format: Hardcover
One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x9e72d840) out of 5 stars 24 reviews
20 of 26 people found the following review helpful
HASH(0x9dd49780) out of 5 stars An awesome book! Sept. 27 1999
By A Customer - Published on Amazon.com
Format: Hardcover
I have just completed reading Advertising and Promotion: An Integrated Marketing communications Perspective by Belch and Belch. I found it to be the best source of information available on this topic. The text is extremely comprehensive, yet very interesting to read. At my job as a marketing director, this book is invaluable. I strongly recommend it to anyone who wants to learn how to develop an integrated marketing communications plan. I will also suggest it to my advertising agency.
12 of 16 people found the following review helpful
HASH(0x9dd49be8) out of 5 stars From a Marketing Student Nov. 23 2002
By Veronica Liang - Published on Amazon.com
Format: Hardcover
One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.
1 of 1 people found the following review helpful
HASH(0x9dd49c0c) out of 5 stars Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card (Hardcover) Feb. 18 2009
By Barbara Dillon - Published on Amazon.com
Format: Hardcover
This book is the most comprehensive and factual based book on what is happening in the real world. It provides a marketer the ability to integrate consistently within the promotional and advertising realm. The book is even a go to if cost effective alternatives are needed.
By Jammeroni - Published on Amazon.com
Format: Hardcover Verified Purchase
I'll be honest here...I logged into my Amazon account to review another product and this product also showed up as something needing a review...So...since I cannot remember when I ordered this, and I cannot honestly say that I remember the content, I'll give it a good healthy 4 star rating...because I can say that I (oddly) do seem to remember when I do dislike a book, and I do not remember disliking this one. So 4 star rating it is. Good luck!
HASH(0x9dd49ed0) out of 5 stars textbook always update every year.... July 2 2011
By student users - Published on Amazon.com
Format: Hardcover Verified Purchase
My professor is nice that allow us to use this edition. This one is pretty much the same as 9th edition after compare to my classmate's textbook, but you can save more than 50 dollars. If you are just want to read some books about advertising and promotion and learn by yourself, I suggested this one instead buying the 9th edition. It mind content less information about social network and online advertising, however, it is still a nice one.


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