George E. Belch is a professor and Chair of the Department of Marketing and teaches marketing communication, advertising management, consumer/buyer behavior, and strategic marketing planning. His research interests include advertising, marketing communications and consumer decision making. He is the co-author of An Introduction to Advertising and Promotion Management (1990, 1993, 1995, 1998), has published more than 25 articles in a number of leading academic journals, and serves as a reviewer for several of those journals. Before coming to SDSU he was a member of the faculty in the Graduate School of Management at the University of California, Irvine. He was previously employed as a marketing representative for E.I. DuPont Company and as a research analyst for the Needham, Harper and Steers advertising agency (now part of DDB Needham Worldwide). He has served as a consultant to several companies in the areas of marketing strategy, advertising and marketing research. Ph.D., University of California, Los Angeles.

Reviewed books: