Kellogg on Integrated Marketing / Edition 1

Kellogg on Integrated Marketing / Edition 1

by Dawn Iacobucci
     
 

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ISBN-10: 0471204765

ISBN-13: 9780471204763

Pub. Date: 11/12/2002

Publisher: Wiley

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

Overview

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:
- 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

Product Details

ISBN-13:
9780471204763
Publisher:
Wiley
Publication date:
11/12/2002
Pages:
314
Product dimensions:
6.00(w) x 9.00(h) x 0.88(d)

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.

Index.

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