Advertising and Promotion : An Integrated Marketing Communications Perspective 9th  Edition
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    Advertising and Promotion : An Integrated Marketing Communications Perspective 9th Edition (English, Paperback, Michael A. Belch, Keyoor Purani, George E. Belch)

    Advertising and Promotion : An Integrated Marketing Communications Perspective 9th Edition  (English, Paperback, Michael A. Belch, Keyoor Purani, George E. Belch)

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    Highlights
    • Language: English
    • Binding: Paperback
    • Publisher: Mcgraw Hill Education
    • ISBN: 9781259026850, 125902685X
    • Edition: 9th Edition, 2013
    • Pages: 1064
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    Description

    Advertising and Promotion: An Integrated Marketing Communications Perspective 9th Edition is a comprehensive book on advertising from an integrated marketing communications perspective. The book comprises chapters on developing integrated marketing communications program, objectives and budgeting for integrated marketing communications program and monitoring, evaluation and control. In addition, the book provides various strategies to the readers to shift from conventional methods of advertising to a more widely recognized approach. This book is essential for professionals in the field of advertising and management students.

    About the Authors

    George Belch is an American academic author. He 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.

    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 also works as a consultant for a number of companies in the areas of advertising, marketing strategy, and market research.

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    Specifications
    Book Details
    • Publication Year
      • 2013 May
    • Book Type
      • Non Fiction Book
    • Table of Contents
      • Part One Introduction to Integrated Marketing Communications

        • Chapter One: An Introduction to Integrated Marketing Communications
        • Chapter Two: The Role of IMC in the Marketing Process

        Part Two Integrated Marketing Program Situation Analysis

        • Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
        • Chapter Four: Perspectives on Consumer Behavior

        Part Three: Analyzing the Communication Process

        • Chapter Five: The Communication Process
        • Chapter Six: Source, Message, and Channel Factors

        Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs

        • Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program

        Part Five: Developing the Integrated Marketing Communications Program

        • Chapter Eight: Creative Strategy: Planning and Development
        • Chapter Nine: Creative Strategy: Implementation and Evaluation
        • Chapter Ten: Media Planning and Strategy
        • Chapter Eleven: Evaluation of Media: Television and Radio
        • Chapter Twelve: Evaluation of Print Media
        • Chapter Thirteen: Support Media
        • Chapter Fourteen: Direct Marketing
        • Chapter Fifteen: The Internet and Interactive Media
        • Chapter Sixteen: Sales Promotion
        • Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising

        Part Six Monitoring, Evaluation, and Control

        • Chapter Eighteen: Measuring the Effectiveness of the Promotional Program
        • Chapter Nineteen: International Advertising and Promotion
        • Chapter Twenty: Regulation of Advertising and Promotion
        • Chapter Twenty-One: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
        • Chapter Twenty-Two (Web): Personal Selling (online)
    Contributors
    • Authored By
      • Michael A. Belch, Keyoor Purani, George E. Belch
    Frequently Bought Together
    Advertising and Promotion : An Integrated Marketing Communications Perspective 9th  Edition
    Advertising and Promotion : An Integrated Marketing Communication...
    4.2
    (50)
    423
    725
    41% off
    1 Item
    423
    2 Add-ons
    809
    Total
    1,232
    Ratings and Reviews
    4.2
    50 Ratings &
    4 Reviews
    • 5
       25
    • 4
       18
    • 3
       2
    • 2
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    1

    Worst experience ever!

    Quality of book very bad. Seems like an old book. Dissatisfied
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    Flipkart Customer

    Certified Buyer

    11 Sep, 2016

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    4

    Pretty decent book to learn concepts of Marcom

    Still reading. This book is like 1000 pages and will take some time to finish it and post any reviews.
    As of now it has been a good read till page 150 :)
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    Ajit Satyaprakash

    Certified Buyer

    21 Nov, 2013

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    5

    A really concise updateb book on IMC

    This book is concise with up-to-date relevant information from the West and India.
    Case studies are good, important concepts are highlighted.
    In short, a good buy - it takes 4-5 working days for delivery.
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    Quresh Moochhala

    Certified Buyer

    5 Nov, 2013

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    1

    Second hand Library Book

    I was sold a second hand book inside which I found a library stamp. This is the 3rd book which was 2nd hand. Bad experience. Cheated for books worth Rs.1k+
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    Yatin Shah

    Certified Buyer

    27 Jan, 2016

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