Book Description
Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.
Customer Reviews:
Good intro to IMC.......2005-09-22
I am reading this book for a Marketing class and I love it. I have used other books by the authors and they are very good. It's a good read and not to boring. You can tell the authors make an attempt to keep the material relevant.
From a Marketing Student.......2002-11-24
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.
Extensive in theory but current and entertaining.......1999-11-10
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.
An awesome book!.......1999-09-28
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.
Book Description
Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.
Customer Reviews:
Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card.......2007-09-27
The price was below what my local University was charging by close to $[...] and this is compared to the used price. I chose ground delivery and I received my order ahead of schedule. I would definately buy from [...] again.
Advertising Text Book.......2007-02-08
This text book is written better than most. The writing style kept my interest better and it uses interesting examples.
Average customer rating:
- Only Dummies buy Goldmine
- Very Helpful
- When they say dummies, they mean dummies
- Straight talk for regular folks.
- Never a Dumb Buy "for Dummies"
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GoldMine 6 for Dummies
Joel Scott
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Complete Idiot's Guide to GoldMine 5 (Complete Idiot's Guide)
ASIN: 0764508458 |
Book Description
* The fun and easy way to get the most out of GoldMine, the popular Customer Relationship Management (CRM) software
* Covers the new features and enhancements to GoldMine
* Discusses GoldMine essentials, such as building a contact database, tracking business activity, setting a work schedule, e-mailing and faxing, and creating reports and forecasts
* Demonstrates how to customize GoldMine, distribute information to a team, and utilize remote synchronization
* Author's company has been awarded GoldMine's prestigious Top 10 dealer status every year since 1996
Customer Reviews:
Only Dummies buy Goldmine.......2006-08-08
Used the product for years, and had nothing but database corruption and Goldsync synchronization problems. I like and use salesforce dot com. Goldmine is a company that has milked the database and not kept up with the times. Act! is also a stronger product. Goldmine's days are numbered, the database is still contact centric rather than account centric which makes it difficult to use in a business to business selling environment.
Very Helpful.......2005-08-12
The steps are easy to follow and now using more features on GoldMine. Has help simplify my records.
When they say dummies, they mean dummies.......2005-08-06
I was thinking this was going to be better than the manual or the help files. I thought wrong. I was hoping to get some insight to the technical side of GM. This is not that. Typically good dummies book - my low-ish rating is more my frustration in finding a technical GM reference.
Straight talk for regular folks........2005-08-06
Terrific, common-sense writing. As the Midwest's oldest public GoldMine training center, Publish or Perish, Inc. wouldn't be without it as a supplement for our professional training. If you want understandable how-to that's technically correct, and you're not a propeller-head, you really need this book!
Never a Dumb Buy "for Dummies" .......2005-07-22
I've been a fan of the "for Dummies" books for some time now. Although my exposure has only covered about a dozen titles, none of them disappoint.
GoldMine 6 is no exception. Perhaps some might think it dumb, I chose to purchase GoldMine 6 despite possessing GoldMine 5 by the same author...feeling confident that the information in "what's new in this release" would more than pay for the inevitable redundancy. It has, indeed.
Scott explains the use of GoldMine 6 in simple (not condescending) language, with a touch of humor and includes the all-important "bombs" alerting readers of potential loss of data or other pitfalls. He incorporates plenty of tips, sidebars and screenshots throughout the book. On occasion, I wish he would have gone into greater detail, but usually you can find enough direction in the software's online help to supplement the book's explanation.
An excellent buy.
Joanne F. Gucwa
President
Technology Management Associates, Inc.
Chicago
Book Description
ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion.
Customer Reviews:
A great all-around Marketing textbook.......2007-05-16
This is one of the best textbooks I've used while pursuing my MBA. Instead of being mired in academic theory, this focuses on real-world, applicable concepts. In a sea of boring, overly theoretical (and ridiculously overpriced) textbooks, this is a standout - two thumbs up!
Book Description
As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more importantor more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as:
- Crisis management
- Marketing public relations
- Client-agency relationships
- Environmental public relations
- High-tech PR
- And more!
Customer Reviews:
The Handbook of Strategic Public Relations and Integrated Communications.......2005-09-27
I think this is one of the most comprehensive and cientific book on Public Relations and communications.
As a practical PR professional I have learned through this book from the ABCs of PR to some of the most advanced subjects on PR and communications.
It has been very relevant for me to have the historical background of PR in order to understand the fundamentals of my professional practice as well as to become concious of the breath of the PR and communications application to business and government.
The nature of change.......2005-04-07
A fantastic overall look at the history of public relations. This book looks indepth at public relations as well as the more recent developments of issues and cris management.
A Tough Read.......2003-08-29
Evidently, this book does not target people starting out in Public Relations. I am a VP of Marketing in a start-up company looking to get some feel for the value of PR. I found this book utterly unintelligible. I was also irritated by the constant reference to `clarity of communication' - advice that the author clearly ignores. Why is `plain English' considered to be such a crime? After reading this on a 3 hour flight from Denver to New York, I was none the wiser about PR and given the significant weight of the book, decided to leave it on the plane. This is a text for PR academics.
Wide-Ranging and Super Informative.......2002-08-21
The Handbook of Strategic Public Relations and Integrated Communications is a thorough piece of work that covers the entire gamut of the public relations industry, from dealing with clients to dealing with the media, from crises to working with marketing.
An extremely useful guide, it is not quite as up-to-date with the latest in the technological age. For that, Michael Levine's Guerrilla PR: Wired is an excellent supplement. Not as wide-ranging as the Handbook, Guerrilla PR: Wired zeroes in on cost-effective public relations strategies and tactics.
The Handbook of Effective Public Relations and Integrated Communications has numerous well-respected members in the public relations and marketing fields contributing their wisdom and experience, letting everyone know what the higher ranking people have learned, the tools to success.
A GREAT BOOK FOR EVERYONE IN THE BUSINESS.......2002-01-16
The Handbook of Strategic Public Relation & Integrated Communications gives simple and understanding examples for every chapter; It even explains the historical background of public relations which helps a lot to understand the evolution of the PR industry.
The book describes, in a superficial but clear way, every activity in the PR business; From investor relations to crisis management, The Handbook of Strategic Public Relation & Integrated Communications will give the basics for the PR profession.
Book Description
This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.
Customer Reviews:
Good book, some dated examples, frequent missing CD.......2005-07-23
I have enjoyed this book. In most cases I can skim the sections I know, skipping examples, and do well on the tests so it is very well structured. There are lots of excellent examples flushing out contents for the total newbie. A lot of thought went into the projects and case studies. If you are looking for a good overview of markting concepts and have a solid instructor to lead discussions about them, this is a great textbook.
That's the good.
The bad is that a number of examples are quite dated. For example, the book claims that Nintendo owns something like 82% of the video game market. How many years ago was this written and how would Sony and Mircrosoft respond? Intel's partnership with Gateway is mentioned in co-branding whereas the modern example would be Dell. Intel actually pays for 2/3 of Dell's advertising as part of the Intel Inside promotion.
Furthermore, the book makes no mention of Account Planning, and increasingly important field in advertising. One would think we still lived in 1992 when the Account Executive was asked to handle all strategic decicisions.
The book needs an overhaul in these ways but the essence is still very solid.
[...]
If you need to buy this textbook, buy it early, and make sure you get the CD. If you don't, send it back.
Robert the Advertising Planner.......2005-07-06
A good textbook for university students. For pro's, the book lacks a touch of ingeniuity.
Book Description
This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.
The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools.
For marketing professionals and ad agency account executives.
Book Description
Integrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketing--the fact that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsolete--and shows marketers how to get back on track.
The answer lies in customer-focused marketing, a key planning tool that can--in today's diverse, fragmented marketplace--explain the lifestyles, attitudes, and motivations of distinct buyer groups and predict their likely buying behaviors in the future. Schultz, Tannenbaum, and Lauterborn explain how, by beginning with detailed consumer information, marketers can build a synchronized, multi-channel communications strategy that reaches every market segment with a single, unified message.
This book also shows how to put an integrated program into practice, with expert guidance on planning, coordinating, and controlling the entire communications process. Along the way, the authors tackle those critical questions that too often impede marketing decisions, such as:
- Who should control the communications program?
- How should resources be allocated to advertising, sales promotion, direct response, public relations, and other marketing communications options?
- How can companies resolve "turf battles" and combat fears of budget loss?
- How should the different players--agencies and suppliers--be compensated?
- And most importantly, how can the impact of an integrated strategy be measured and made accountable?
Extensive examples and two in-depth success stories detail how top organizations are sharpening their competitive edge through integrated communications programs.
An incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists.
Customer Reviews:
Eye opening!.......2000-11-17
They should be teaching this book in every university marketing class. Completely changed the way I look at B-2-B marketing and strategy development! After 12 years in the field, using Kottler's teachings -- this completely blows all that right out of the water! If you have an opportunity to hear Lauterborn speak -- do it. His concepts on 1-to-1 marketing are brilliant and he is an inspiring teacher. Absolutely one of the best books on B-2-B marketing ever written!
What makes an integrated marketing communications firm work.......1999-07-01
Integrated Marketing Communications describes the nuts and bolts of what makes an integrated marketing communications firm work: strategy, execution and measurement. The authors also go into detail describing common barriers - and solutions- to running an effective IMC orgainzation. The book is rather academic, but full of valuable information, especially for a beginner to IMC or any of its elements. The charts and graphs are often confusing, but usually help drive home a good point. Two case studies at the end of the book help bring everything into perspective and tie up loose ends.
Integrated Marketing Communications is an ideal book for anyone thinking about starting an integrated firm, junior employees and anyone who is new to the field of integrated communications.
After reading the book, our Cramer-Krasselt book club met to discuss the book and look at how it relates to what we're currently doing. The main discussion centered around the case studies, which proved to be the most useful part of the book.
Book Description
Designed to meet the needs of the business student, this text provides balanced coverage of all communication tools-advertising, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public relations, and Internet communications. Unlike other books, this unique text teaches future business professionals how all the promotional tools work. More importantly, it teaches them how to integrate their use for maximum effect.
Book Description
Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.
Customer Reviews:
A very good book - although a bit outdated.......2003-09-04
For anyone involved in advertising of MarCom this book gives very practical advice. Overall very impressive and a good read for anyone involved in sales, advertising or marketing functions. Somehow contents required update and technologies have impacted this so much. Another book I highly recommended is 60-Minute Brand Strategist by Idris Mootee. This book is LOADED with solid, meaty real world branding insights and techniques that can are being kept as trade secrets. You will probably find this book a real eye opener. If you're looking for a more balanced marketing book, suggest going for David Aaker's books, some Kotler's books.
A must-read for marketing products/services in the 90s........1998-05-05
The authors have created a concise how-to guide for successful marketing in the 90s and beyond. If you thought marketing was all about radio/TV/print advertising, this book will open your eyes. My copy if highlighted and dog-eared more than any book on my shelves. I refer to it more than my dictionary! The advice is practical and applicable across industries. If you aren't marketing this way, you should be, because your competitors will be!
A MUST read for anyone who cares about customers!!!
.......1996-10-13
I am a grad student at Northwestern majoring in Integrated Marketing Communications and
have been fortunate to have Don Schultz as a professor. The insights provided in
this book are right on. This is the future trend of all marketing efforts. If a
company can not identify its best customers and treat them well, the company is destined
to fail. This book helps guide a company to long-term success revolving around a
companies core asset--its customers. This new way of thinking does not revolve around
products but rather managing customers in an integrated manner.
Books:
- Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb
- Advertising: Principles and Practice (7th Edition) (Advertising: Principles and Practice)
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Business Market Management: Understanding, Creating and Delivering Value (2nd Edition)
- Creating a Profitable Catalog: Everything You Need to Know to Create a Catalog That Sells
- Customers For Life: How To Turn That One-Time Buyer Into a Lifetime Customer
- Deadly Persuasion: Why Women And Girls Must Fight The Addictive Power Of Advertising
Books Index
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Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card
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