Research Catalog

Total integrated marketing : breaking the bounds of the function

Title: Total integrated marketing : breaking the bounds of the function / James Mac Hulbert, Noel Capon, Nigel F. Piercy.
Author: Hulbert, James M.
Publication: New York : Free Press, [2003], ©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 .H865 2003	Off-site

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Description

xii, 356 pages : illustrations; 24 cm

Subject

Marketing > Management

Bibliography (note)

Includes bibliographical references (p. 311-335) and index.

Contents

1. Why Total Integrated Marketing? -- 2. Wow! What Was That? Marketing in Today's Environment Is at the Speed of Light -- 3. The Strategic Marketing Process: The Foundation for Total Integrated Marketing -- 4. Marketing Stewardship: The View from the Top -- 5. Market Strategy: The Force for Integration -- 6. Marketing and Finance/Accounting: Building Alliances around the Real Value Drivers -- 7. Marketing and Operations: Delivering "The Goods" -- 8. Marketing and Sales: Synergizing Strategy and Sales -- 9. Marketing and R&D: Inspiring and Initiating Innovation Imperatives -- 10. Marketing and Customer Service: Concentrating on the Crunch When the Customer Meets the Company -- 11. Marketing and Human Resources: Partnerships around People -- 12. Making Total Integrated Marketing the Way of Life in Your Company.

ISBN

0684848678

LCCN

2002045586

OCLC

ocm51323039
SCSB-4345805

Owning Institutions

Columbia University Libraries