000 02958nam a22002057a 4500
005 20240718194205.0
008 240716b |||||||| |||| 00| 0 eng d
020 _a9780471204763
082 _a658.802
_bIAC
245 _aKellogg on integrated marketing;
_bthe kellogg marketing faculty and the faculty integrated marketing communications at the medill school of journalism
260 _aNew Jersey
_bJohn Wiley & Sons, Inc.
_c2003
300 _axxi, 314 p.
365 _aUSD
_b29.95
500 _aTable of Content: Foreword: Evolving Marketing and Marketing Communication into the Twenty-First Century (Don E. Schultz). Chapter 1: Overview of Kellogg on Integrated Marketing (Dawn Iacobucci and Bobby J. Calder). Chapter 2: What Is Integrated Marketing? (Bobby J. Calder and Edward C. Malthouse). Chapter 3: The Tao of Customer Loyalty: Getting to "My Brand, My Way"(Tom Collinger). Chapter 4: Using Interaction Maps to Create Brand Experiences and Relationships (Andrew J. Razeghi and Bobby J. Calder). Chapter 5: Integrated Marketing and the Consumer Experience (Lisa Fortini-Campbell). Chapter 6: Strategies for Viral Marketing (Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder). Chapter 7: Acquiring the Right Customers (Lisa A. Petrison and Paul Wang). Chapter 8: Database Sub-Segmentation (Edward C. Malthouse). Chapter 9: Customer Prof itability and Diagnosing a Customer Portfolio (Francis J. Mulhern). Chapter 10: Decision-Guidance Systems (Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci). Chapter 11: Scoring Models (Edward C. Malthouse). Chapter 12: Integrating Marketing and the Web (Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky). Chapter 13: An Illustration of Integrated Marketing (Bobby J. Calder). Chapter 14: Ref lections on Becoming a Great Marketing Organization (Stephen Burnett).
520 _aThis 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: - 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 (https://www.wiley.com/en-in/Kellogg+on+Integrated+Marketing-p-9780471204763#description-section)
650 _aMarketing
700 _aIacobucci, Dawn [Editor]
_917324
700 _aCalder, Bobby [Editor]
_917325
942 _2ddc
_cBK
999 _c7061
_d7061