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Advertising and Promotion: An Integrated Marketing Communications Perspective [Print Replica] [Format Kindle]


Prix livre imprimé : EUR 64,66
Prix Kindle : EUR 44,81 TTC & envoi gratuit via réseau sans fil par Amazon Whispernet
Économisez : EUR 19,85 (31%)

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  • ISBN-10 : 0078028973
  • ISBN-13 : 978-0078028977
  • Edition : 10th
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Relié EUR 313,75  
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Description du produit

Présentation de l'éditeur

In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions.

To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.

Biographie de l'auteur

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.

Détails sur le produit

  • Format : Format Kindle
  • Taille du fichier : 171133 KB
  • Nombre de pages de l'édition imprimée : 1760 pages
  • Editeur : BE; Édition : 10th (16 janvier 2014)
  • Vendu par : Amazon Media EU S.à r.l.
  • Langue : Anglais
  • Synthèse vocale : Non activée
  • X-Ray pour les manuels scolaires :
  • Word Wise: Non activé
  • Composition améliorée: Non activé
  • Classement des meilleures ventes d'Amazon: n°935.123 dans la Boutique Kindle (Voir le Top 100 dans la Boutique Kindle)

Commentaires en ligne

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Commentaires client les plus utiles sur (beta) (Peut contenir des commentaires issus du programme Early Reviewer Rewards) 3.9 étoiles sur 5  86 commentaires
5 internautes sur 5 ont trouvé ce commentaire utile 
1.0 étoiles sur 5 Love the subject hate the book 23 septembre 2014
Par Jeremy - Publié sur
Format:Format Kindle|Achat vérifié
Some text books are great reads. They are filled with information about the topic, include relevant examples, and explain things concisely. This book is not one of them. The information is buried in tons of redundant examples and verbose descriptions. There are also long winded real life stories that would add to the topic if the reader was not already bogged down in the overwhelming text.I never knew what a poorly written text book looked like until this semester. I saved this class for my senior year because it was the class that I most looked forward to. Having to read this book is ruining the class and taking time that could be better used studying for other classes or doing other valuable activities.
1.0 étoiles sur 5 this book is total crap. It is full of useless examples 28 mars 2017
Par Amazon Customer - Publié sur
Format:Relié|Achat vérifié
0 STARS IF I COULD! As the other one-star review mentioned, this book is total crap. It is full of useless examples. Every other sentence you read, there's a damn example. The authors seem to LOVE adding in useless sentences. In Chapter 10 (TV and Radio), the poorly written books states, "Zapping refers to changing channels.....Nearly all [TVs] come with remote controls, which enable viewers to switch channels" (p381). Oh really? I have never heard of a damn remote nor have I never seen more that one TV in my life! This book angers me so much. Once I read that sentence I just had to write a review on this crap book. This is the worst textbook I have ever read. Whoever edited this book should be fired (dont get me started on the authors). The book would be half it's size if a competent author wrote it. Don't waste your time and money on this book. Professors, I beg of you DO NOT have this as your textbook.
1 internautes sur 1 ont trouvé ce commentaire utile 
1.0 étoiles sur 5 This LISTING is WRONG. 15 juin 2016
Par Rick Wingender - Publié sur
Format:Relié|Achat vérifié
My seller was awesome; shipped promptly and the book is in great condition. No comment about the book itself, I just got it today. My rating is because of the listing itself - whatever idiot created the listing said it has 1760 pages for the hardcover, and 842 for the softcover, "global" edition. Well, the hardcover also has 842 pages, not 1760 as described in the listing. I wouldn't be so pissed about it, except that I was expecting a 1760 page book, had a problem with a previous seller where this was ONE of the points of contention. SOMEBODY needs to correct the stupid listing.
1 internautes sur 1 ont trouvé ce commentaire utile 
1.0 étoiles sur 5 DON'T RENT FOR KINDLE- it stole my money and isn't showing up to be able to read 6 septembre 2016
Par Molly Jones - Publié sur
Format:Format Kindle|Achat vérifié
I rented the version for kindle a week ago, and received the confirmation email. The book shows up under the digital orders section of "manage devices" and yet every time I try to "deliver" it to my Kindle for Mac it fails to show up in my library... even after waiting for quite some time. It seems to be a technical problem on Amazon's side. However, I have had a very hard time finding a way to voice this problem to Amazon and thus decided to write a review in hopes that something can be resolved.
4.0 étoiles sur 5 Typical textbook - captures important concepts, gives good examples, but is a bit long-winded 9 mars 2016
Par Christine Behrens-Hoguet - Publié sur
Format:Relié|Achat vérifié
Typical marketing text books full of interesting cases and examples. The writing is at times a bit boring and sterile, and I don't like that definitions of important concepts are not highlighted enough, let alone reiterated in the margins, as it is done in many other such texts. Chapters tend to be a bit long, but it is a fine text book. I'm reading it as an MBA student, and must say this book is very much geared towards undergrads about to start their first job (this is obviously not the author's fault, but in case a professor reads this, this might be worth noting).
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