Advertising and Promotion – An Integrated Marketing Communications Perspective

McGraw Hill Publishing

In 2011, McGraw Hill Publishing approached Jorg to develop the global edition of the “Advertising and Promotion – An Integrated Marketing Communications Perspective” textbook, originally authored by George and Michael Belch for the North American market.

Jorg utilized his extensive understanding of brands acquired over 2 decades across the globe and contributed key insights that made the content relevant and relatable to students all over the world.

This book covers the use of social media in Integrated Marketing Communications (IMC); examples and analysis of different IMC campaigns by leading global brands and the impact of new technology, including smartphones, tablets and Twitter, on IMC campaigns.