Language : English
Published : 2014-10-16
Pages : 842mcgr
Advertising and Promotion An IntegratedMarketing Communications Perspective 10th Global Edition
We are pleased to present this Global Edition, which has been developed specifically to meet the needs of international advertising students. 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 organizations’ 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 recognize 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. This Global Edition has been adapted to meet the needs of courses outside the United States and does not align with the instructor and student resources available with the U.S. edition.
About the Author
ABOUT THE AUTHORS George E. Belch is professor of marketing and chair of the marketing department at San Diego State University, where he teaches integrated marketing communications, strategic marketing planning, and consumer/customer behavior. He received his PhD in marketing from the University of California, Los Angeles. His research interests are in the area of consumer processing of advertising information as well as managerial aspects of integrated marketing communications. He has authored or coauthored more than 30 articles in leading academic journals and proceedings. Michael (Mickey) A. Belch is a professor of marketing at San Diego State University and is also co- director of the Centre for Integrated Marketing Communications at San Diego State. He received his undergraduate degree from Penn State University, his MBA from Drexel University, and his PhD from the University of Pittsburgh. He is the author or coauthor of more than 50 articles in academic journals and proceedings in the areas of advertising, consumer behavior, and international marketing.
What purpose does Strategic Management serve in modern businesses? Why do different businesses have different strategies? Is traditional strategic thinking still relevant for today? This dynamic textbook looks at strategy from a local to a global level, and uses real-life examples of businesses and individuals to provide an up-to-date view of Strategic Management in the current economic environment. In this new edition of Strategic Management: Principles and Practice, Barry J. Witcher and Vinh Sum Chau offer a practical and thought-provoking analysis of what Strategic Management is and how it can be put to good use.
About the Author
Dr Vinh Sum Chau is Lecturer in Strategy and Strategic Management at the Norwich Business School, University of East Anglia (UEA), and faculty member of the UK ESRC Centre for Competition Policy (CCP). Dr Barry J. Witcher is Reader in Strategic and General Management at the Norwich Business School, University of East Anglia (UEA).
This text will combine the disciplines of the internationally recognised Project Management Body of Knowledge with the practical techniques that are used in the project profession in Australia today. [Insert with code for 12 months student online access]
Change Management is a crucial process for gaining the competitive advantage that is the goal of many organisations. This 5th edition of Organisational Change: Development and Transformation has been comprehensively revised to fully explain change management from the perspectives of organisational development and organisational transformation.
Using an integrated strategic management process to explain what organisations should do to increase strategic competitiveness and achieve higher performance, the 5th Asia Pacific edition of Strategic Management: Competitiveness and Globalisation continues to provide a systematic skill-building coverage of strategy. With an emphasis on global advantage, the text offers a comprehensive examination of regional and international issues to provide a complete, accurate and up-to-date explanation of the strategic management process. New coverage on environmental concerns and emerging technologies as well as examples and cases from Australia, New Zealand and Asia-Pacific serve to engage students while updated international content demonstrates how strategic management is used in the global economy. This text is appropriate for Upper level undergrad, usually third year; post grad in Masters courses.