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Kellogg on integrated marketing / 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.

Contributor(s): 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.
Material type: TextTextPublisher: Hoboken, New Jersey : Wiley, c2003Bibliography: Includes bibliographical references and index.Description: xxi, 314 p. : ill. ; 24 cm.ISBN: 0471204765.Other title: Integrated marketing.Subject(s): MarketingDDC classification: 658.8 Online resources: Publisher description | Table of contents
Contents:
Evolving marketing and marketing communications into the twenty-first century / Don E. Schulz -- Overview of Kellogg on integrated marketing / Dawn Iacobucci and Bobby J. Calder -- What is integrated marketing? / Bobby J. Calder and Edward C. Malthouse -- The tao of customer loyalty : getting to "my brand, my way" / Tom Collinger -- Using interaction maps to create brand experiences and relationships / Andrew J. Razeghi and Bobby J. Calder -- Integrated marketing and the consumer experience / Lisa Fortini-Campbell -- Strategies for viral marketing / Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder -- Acquiring the right customers / Lisa A. Petrison and Paul Wang -- Database sub-segmentation / Edward C. Malthouse -- Customer profitability and diagnosing a customer portfolio / Francis J. Mulhern -- Decision-guidance systems / Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci -- Scoring models / Edward C. Malthouse -- Integrating marketing and the web / Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky -- An illustration of integrated marketing / Bobby J. Calder -- Reflections on becoming a great marketing organization / Stephen Burnett.
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Item type Current library Collection Call number Status Date due Barcode
Two Weeks Davenport Library Circulating Collection Print-Circulating 658.8 K291 (Browse shelf(Opens below)) Available 34284003136819

Includes bibliographical references and index.

Evolving marketing and marketing communications into the twenty-first century / Don E. Schulz -- Overview of Kellogg on integrated marketing / Dawn Iacobucci and Bobby J. Calder -- What is integrated marketing? / Bobby J. Calder and Edward C. Malthouse -- The tao of customer loyalty : getting to "my brand, my way" / Tom Collinger -- Using interaction maps to create brand experiences and relationships / Andrew J. Razeghi and Bobby J. Calder -- Integrated marketing and the consumer experience / Lisa Fortini-Campbell -- Strategies for viral marketing / Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder -- Acquiring the right customers / Lisa A. Petrison and Paul Wang -- Database sub-segmentation / Edward C. Malthouse -- Customer profitability and diagnosing a customer portfolio / Francis J. Mulhern -- Decision-guidance systems / Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci -- Scoring models / Edward C. Malthouse -- Integrating marketing and the web / Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky -- An illustration of integrated marketing / Bobby J. Calder -- Reflections on becoming a great marketing organization / Stephen Burnett.

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