Book Review: Advertising and Promotion: An Integrated Marketing Communication Perspective, George E. Belch, Michael E. Belch, and Keyoor Purani (McGraw Hill Education (India) Private Limited, Special Indian Edition (2013) Pages: 1016).

Abstract

Since ever marketing concepts have been born and introduced, marketing communication concepts and tools too receives enormous attraction from various scholars and writers. Thus, several numbers of books have been written and published in the domain of Marketing Communication. Picking up a proper combination of marketing communication tools always makes a huge impact on the positioning strategy of any brand. The proper integration of communication tools should generate synergistic effects on positioning the brand and deal with consumers' cognitive processes. Hence, a unique and an impressive way of presenting the marketing communication message is very much essential. Ways and means of creating such a powerful marketing communication strategy have been unveiled by authors in the book titled “Advertising and Promotion: An Integrated Marketing Communication Perspective.”