Joe Belch

George Belch

Online Degree Completion Director/Professor

Academic Affairs
Fowler College of Business
Marketing Department,Online Degree Completion (BSBA)

San Diego

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George (Joe) Belch is an emeritus professor of marketing and currently serves as academic director of the BSBA online degree completion program.  He served as the Thomas and Evelyn Page Dean (interim) of the Fowler College of Business during the 2016 - 17 and 2021 - 22 academic years. 

Belch has authored or co-authored more than 40 articles in leading academic journals and proceedings. He is also the co-author of the popular textbook Advertising and Promotion: An Integrated Marketing Communications Perspective.  The book, now in its 13th edition, is the leading text on advertising and promotion and is used in business schools throughout the world. Belch serves on the editorial board of several leading marketing journals. In 2000 he was selected as Marketing Educator of the Year by the Marketing Educators’ Association for his career achievements in teaching and research. 


Ph.D., University of Calif., Los Angeles, 1980.
Major: Marketing

M.S., University of Colorado, Boulder, 1975.
Major: Marketing/Social Psychology

B.S., Pennsylvania State University, 1973.
Major: Marketing


Belch, G. E. (2007). Evaluating the Effectiveness of Elements of Integrated Marketing Communications: A Review of Research. ICFAI University Press.

“The El Valor de Nuestra Salud clustered randomized controlled trial store-based intervention to promote fruit and vegetable purchasing and consumption,” International Journal of Behavioral Nutrition and Physical Activity. (2022) 19:19 (with Ayala, GX, Pickrel, JL, Baquero, B, Sanchez-Flack, J, Lin, SF, Belch, G, Rock, CL, Linnan, L, Gittelsohn, J, Ji, M, Elder, JP, Mayer, J), doi: 10.1186/s12966-021-01220.

“Testing a Model of Consumer Purchase Receptivity Toward Foreign Products.,” Journal of Marketing Development and Competitiveness, (2019) 13(4), with Sophia Mueller and Heather Honea,

“What Happens When Parents and Children Go Grocery Shopping? An Observational Study of Latino Dyads in Southern California, USA,” Health Education and Behavior, May 2016, DOI: 10.1177/1090198116637602. (With J. Calderon, J.P. Elder, I.A. Castro, G.X. Ayala, N. Weibel and J. Pickrel).                                                          

 “A store-based intervention to increase fruit and vegetable consumption: The El Valor de Nuestra Salud cluster randomized controlled trial.”  Contemporary Clinical Trials, May 2015, pp. 228-38 (with Ayala, GX, Baquero, B, Pickrel, JL, Mayer, J., Rock, CL, Linnan, L, Gittelsohn, J, Sanchez-Flack, J, Elder, JP

“The Role of New and Traditional Media in the Rapidly Changing Marketing Communications Environment,” International Journal of Strategic Innovative Marketing, Vol. 1 (3), 2014, pp. 130-136. (With Michael A. Belch)
“A Content Analysis of Study of the use of Celebrity Endorsers in Magazine Advertising,” International Journal of Advertising, 32 (3) 2013, pp. 369-389, (with Michael A. Belch) 

“The Future of Creativity in Advertising,” Journal of Promotion Management, Vol.19, Issue 4, pp. 395-399. August 2013. (With Michael A. Belch) 

Belch, G. E., & Kartalija, M. A. (2023). Advertising and Promotion: An Integrated Marketing Communications Perspective (13th edition), McGraw Hill Education.