Kellogg on Integrated Marketing / Edition 1by Dawn Iacobucci
Pub. Date: 11/12/2002
Continuing the tradition established with Kellogg on Marketing, here's the best cutting-edge thinking on marketing from the world's foremost authorities-the experts from the renowned Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications Faculty at Northwestern University. Offering a variety of perspectives from… See more details below
Continuing the tradition established with Kellogg on Marketing, here's the best cutting-edge thinking on marketing from the world's foremost authorities-the experts from the renowned Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications Faculty at Northwestern University. Offering a variety of perspectives from Northwestern's internationally distinguished faculty, Kellogg on Integrated Marketing merges the two major streams of current marketing practice-mass branding and one-to-one relationship marketing -into a single integrated concept.
Led by editors Dawn Iacobucci and Bobby Calder, the contributors explore the theories of mass and one-to-one marketing as separate strategies before compounding them into a single, more powerful approach. They also discuss a variety of other topics in relation to the concept of integrated marketing, including:
• The importance of customer loyalty
• Customer/brand relationships and their implications
• Viral marketing and "buzz"
• Customer acquisition using mass media and direct marketing
• Customer profitability measurement
• Ideal information systems for marketers
• Scoring models for optimizing customer contacts
In addition to its focus on integrated marketing, the book offers an enlightening perspective on the ways marketing must-and will-adapt to changing consumer attitudes and culture. As you've come to expect from the gurus at Northwestern, this fascinating volume examines tough marketing questions and offers effective solutions to everyday problems. Packed with the very best in modern marketing theory and practice, Kellogg on Integrated Marketing is an invaluable resource for marketing executives, managers, consultants, and MBA students.
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Table of Contents
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).
About the Contributors.
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