Research Catalog

Kellogg on integrated marketing

Title: Kellogg on integrated marketing / the Kellogg marketing faculty and the faculty of Integrated Marketing Communications at the Medill School of Journalism ; Dawn Iacobucci and Bobby Calder, editors.
Publication: New York : Wiley, 2003.

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Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Request in advance	HF5415 .K436 2003g	Off-site

Additional Authors

Description

xxi, 314 pages : illustrations; 24 cm

Alternative Title

Integrated marketing

Subject

Bibliography (note)

Contents

Foreword: Evolving Marketing and Marketing Communication into the Twenty-First Century / Don E. Schultz -- Ch. 1. Overview of Kellogg on Integrated Marketing / Dawn Iacobucci and Bobby J. Calder -- Ch. 2. What Is Integrated Marketing? / Bobby J. Calder and Edward C. Malthouse -- Ch. 3. The Tao of Customer Loyalty: Getting to "My Brand, My Way" / Tom Collinger -- Ch. 4. Using Interaction Maps to Create Brand Experiences and Relationships / Andrew J. Razeghi and Bobby J. Calder -- Ch. 5. Integrated Marketing and the Consumer Experience / Lisa Fortini-Campbell -- Ch. 6. Strategies for Viral Marketing / Maria Flores Letelier, Charles Spinosa and Bobby J. Calder -- Ch. 7. Acquiring the Right Customers / Lisa A. Petrison and Paul Wang -- Ch. 8. Database Sub-Segmentation / Edward C. Malthouse -- Ch. 9. Customer Profitability and Diagnosing a Customer Portfolio / Francis J. Mulhern -- Ch. 10. Decision-Guidance Systems / Nigel Hopkins, Adam Duhachek and Dawn Iacobucci --
Ch. 11. Scoring Models / Edward C. Malthouse -- Ch. 12. Integrating Marketing and the Web / Eric G. Berggren, Bobby J. Calder and Richard I. Kolsky -- Ch. 13. An Illustration of Integrated Marketing / Bobby J. Calder -- Ch. 14. Reflections on Becoming a Great Marketing Organization / Stephen Burnett.

ISBN

0471204765

OCLC

Owning Institutions

Columbia University Libraries