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Mickey Belch

Michael (Mickey) A. Kartalija (Belch), Ph.D.

Professor

Marketing Department

Bio

Michael Belch teaches Integrated Marketing Communications at San Diego State University, where he has received numerous Outstanding Professor awards. He has also taught in France, Spain, China, Argentina, Chile, Colombia, Slovenia, and the Netherlands. Dr. Belch has co-authored numerous articles in academic journals on advertising, consumer behavior, and international marketing. Additionally, he co-authored with his brother Dr. George Belch, the number one IMC textbook, Advertising and Promotion: An Integrated Marketing Communications Perspective.

Interests: Consumer Behavior  Marketing (Integrated Communications)  Marketing (Advertising)  Communications 

  • Ph.D., University of Pittsburgh.
  • Belch, G. E., Belch, M. Advertising and Promotion: An Integrated Marketing Communications Perspective. 1 (10th ed.). Burr Ridge, IL: McGraw Hill/Irwin.
  • Belch, M. (2014) Advertising and Promotion: An Integrated mrketing Communications Perspective. 1 (10th ed.). Burr Ridge, IL: McGraw Hill/Irwin.
  • Belch, G. E., Belch, M. (2014) Advertising and Promotion: An Integrated Marketing Communications Perspective. 1 (10th ed.). Burr Ridge, IL: McGraw Hill/Irwin.
  • Belch, G. E., Belch, M. (2013). The Future of Creativity in Advertising. Journal of Promotion Management, Vol. 19 (4), 395-399.
  • Belch, M. (2013) The Role of Socialmediain the IMC Program. International Conference on Strategic Innovative Marketing, Czech RepublicInternational Conference on Strategic Innovative Marketing
  • Belch, G. E., Belch, M. (2013). A content analysis study of the use of celebrity endorsers in magazine advertising. International Journal of Advertising, Vol. 32 (3), 369-389.
  • Belch, M. (2012). The Future for Creative Advertising Appeals. Journal of Promotions Management.
  • Belch, M. (2007). Evaluating the Effectiveness of Elements of Integrated Marketing Communications: A Review of Research. IMC: A paradigm shift from the traditional media planning.

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