Kellogg on integrated marketing
By: the Kellogg marketing faculty and the faculty of Integrated Marketing Communications at the Medill School of Journalism, Norhtwestern University ; Dawn Iacobucci and Bobby Calder, editors.
Contributors: Iacobucci, Dawn.; Calder, Bobby J.; J.L. Kellogg Graduate School of Management. Center for Marketing Sciences.; Medill School of Journalism. Dept. of Integrated Marketing Communications.
Publisher: Wiley
Published: 2003
Place of publication: Hoboken, New Jersey
Language: eng
Number of pages: 314
Subjects: Marketing
Other titles: Integrated marketing
Notes: Includes bibliographical references and index.
Table of contents: title: Evolving marketing and marketing communications into the twenty-first century -- Don E. Schulz; title: Overview of Kellogg on integrated marketing -- Dawn Iacobucci and Bobby J. Calder; title: What is integrated marketing? -- Bobby J. Calder and Edward C. Malthouse; title: The tao of customer loyalty : getting to "my brand, my way" -- Tom Collinger; title: Using interaction maps to create brand experiences and relationships -- Andrew J. Razeghi and Bobby J. Calder; title: Integrated marketing and the consumer experience -- Lisa Fortini-Campbell; title: Strategies for viral marketing -- Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder; title: Acquiring the right customers -- Lisa A. Petrison and Paul Wang; title: Database sub-segmentation -- Edward C. Malthouse; title: Customer profitability and diagnosing a customer portfolio -- Francis J. Mulhern; title: Decision-guidance systems -- Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci; title: Scoring models -- Edward C. Malthouse; title: Integrating marketing and the web -- Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky; title: An illustration of integrated marketing -- Bobby J. Calder; title: Reflections on becoming a great marketing organization -- Stephen Burnett.