Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb
Author: George E. Belch, Michael A. Belch, George Belch, Michael Belch
List Price: $131.35
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ISBN: 0072866144
Publisher: McGraw-Hill/Irwin (23 April, 2003)
Sales Rank: 623,485
Average Customer Rating: 4.33 out of 5
Customer Reviews
Rating: 3 out of 5
From a Marketing Student
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.
Rating: 5 out of 5
Extensive in theory but current and entertaining
This book is theoretical and full of examples of applied theories of advertising. It is presently being used at an AACSB accredited University in the Marketing department and students do enjoy it because of its current content and entertaining format.
Rating: 5 out of 5
An awesome book!
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. Similar Products
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