Kellog on Integrated Marketing

The Kellogg Marketing Faculty and the Faculty of Integrated Marketing Communications, Medill School of Journalism, Northwestern University
Herausgegeben:Iacobucci, Dawn; Calder, Bobby J.

• Gebundenes Buch

Produktbeschreibung

Marketing experts Iacobucci and Calder here offer managers a better way to think about database marketing. This book takes the usual quantitative database concepts and integrates them with qualitative special-relationship marketing concepts, thus broadening the book´s appeal. "Kellogg on Integrated Marketing" merges the two streams in current marketing practice - mass branding and one-to-one relationship marketing - into a single concept. The book offers an overview of the current status of each approach, presents a vision for combining them, and gives advice for managers on dealing with specific marketing challenges.

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Produktdetails

• Verlag: WILEY & SONS
• 1. Auflage
• Seitenzahl: 336
• Erscheinungstermin: 12. November 2002
• Englisch
• Abmessung: 235mm x 157mm x 24mm
• Gewicht: 585g
• ISBN-13: 9780471204763
• ISBN-10: 0471204765
• Artikelnr.: 11148645

Autorenporträt

DAWN IACOBUCCI is the Coca-Cola Distinguished Professor of Marketing and Head of the Marketing Department at the University of Arizona in Tucson. She was previously professor of marketing at the Kellogg School of Management, Northwestern University. She also served as editor of and contributor to Kellogg on Marketing (Wiley). BOBBY CALDER is the Charles H. Kellstadt Distinguished Professor of Marketing and Professor of Psychology at the Kellogg School of Management, Northwestern University. He is Director of Research for the Media Management Center at Northwestern and Codirector of the media MBA program at Kellogg.

Inhaltsangabe

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.

Rezensionen

"...competently tackles a wide range of important issues..." (Marketing, February 2004)