Kellogg on integrated marketing; (Record no. 7061)

MARC details
000 -LEADER
fixed length control field 02958nam a22002057a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20240718194205.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
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020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780471204763
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.802
Item number IAC
245 ## - TITLE STATEMENT
Title Kellogg on integrated marketing;
Remainder of title the kellogg marketing faculty and the faculty integrated marketing communications at the medill school of journalism
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc. New Jersey
Name of publisher, distributor, etc. John Wiley & Sons, Inc.
Date of publication, distribution, etc. 2003
300 ## - PHYSICAL DESCRIPTION
Extent xxi, 314 p.
365 ## - TRADE PRICE
Price type code USD
Price amount 29.95
500 ## - GENERAL NOTE
General note Table of Content:<br/>Foreword: Evolving Marketing and Marketing Communication into the Twenty-First Century (Don E. Schultz).<br/><br/>Chapter 1: Overview of Kellogg on Integrated Marketing (Dawn Iacobucci and Bobby J. Calder).<br/><br/>Chapter 2: What Is Integrated Marketing? (Bobby J. Calder and Edward C. Malthouse).<br/><br/>Chapter 3: The Tao of Customer Loyalty: Getting to "My Brand, My Way"(Tom Collinger).<br/><br/>Chapter 4: Using Interaction Maps to Create Brand Experiences and Relationships (Andrew J. Razeghi and Bobby J. Calder).<br/><br/>Chapter 5: Integrated Marketing and the Consumer Experience (Lisa Fortini-Campbell).<br/><br/>Chapter 6: Strategies for Viral Marketing (Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder).<br/><br/>Chapter 7: Acquiring the Right Customers (Lisa A. Petrison and Paul Wang).<br/><br/>Chapter 8: Database Sub-Segmentation (Edward C. Malthouse).<br/><br/>Chapter 9: Customer Prof itability and Diagnosing a Customer Portfolio (Francis J. Mulhern).<br/><br/>Chapter 10: Decision-Guidance Systems (Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci).<br/><br/>Chapter 11: Scoring Models (Edward C. Malthouse).<br/><br/>Chapter 12: Integrating Marketing and the Web (Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky).<br/><br/>Chapter 13: An Illustration of Integrated Marketing (Bobby J. Calder).<br/><br/>Chapter 14: Ref lections on Becoming a Great Marketing Organization (Stephen Burnett).<br/>
520 ## - SUMMARY, ETC.
Summary, etc. This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equity with new techniques and strategies from the experts. You'll hear from:<br/>- Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - Richard I. Kolsky - Maria Flores Letelier - Edward C. Malthouse - Francis J. Mulhern - Lisa A. Petrison - Andrew Razeghi - Don E. Schultz - Charles Spinosa - Paul Wang<br/>(https://www.wiley.com/en-in/Kellogg+on+Integrated+Marketing-p-9780471204763#description-section)
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Iacobucci, Dawn [Editor]
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Calder, Bobby [Editor]
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Source of acquisition Total Checkouts Full call number Accession Number Date last seen Copy number Cost, replacement price Price effective from Koha item type
    Dewey Decimal Classification     Marketing Indian Institute of Management LRC Indian Institute of Management LRC General Stacks 07/16/2024 Gratis Book   658.802 IAC G00311 07/16/2024 1 2503.35 07/16/2024 Book

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