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Title 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
Published Hoboken, New Jersey : Wiley, [2003]
©2003

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Location Call no. Vol. Availability
 MELB  658.8 Iac/Koi  AVAILABLE
Description xxi, 314 pages : illustrations ; 24 cm
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
Notes Integrated marketing
Bibliography Includes bibliographical references and index
Notes Also available online via the World Wide Web, by subscription to Books24x7 (BusinessPro)
Subject Marketing.
Genre/Form Aufsatzsammlung.
Author Calder, Bobby J.
Iacobucci, Dawn.
Medill School of Journalism. Department of Integrated Marketing Communications.
J.L. Kellogg Graduate School of Management. Center for Marketing Sciences.
LC no. 2002727101
ISBN 0471204765
Other Titles Integrated marketing