Kellogg on integrated marketing : the Kellogg marketing faculty and the faculty communications at the Medill School of Journalism /
Kellogg on integrated marketing : the Kellogg marketing faculty and the faculty communications at the Medill School of Journalism /
Edited by : Dawn Iacobucci and Bobby Calder.
- New Jersey : John Wiley & Sons, Inc., c2003.
- xxi, 314 pages : illustrations ; 24 cm.
Includes index.
Chapter 1. Overview of Kellogg on Integrated Marketing.--Chapter 2. What is Integrated Marketing?.--Chapter 3. The Tao of Customer Loyalty: Getting to "My Brand, My Way".--Chapter 4. Using Interaction Maps to Create Brand Experiences and relationships.--Chapter 5. Integrated Marketing and the Consumer Experience.--Chapter 6. Strategies for Viral Marketing.--Chapter 7. Acquiring the Right Customers.--Chapter 8. Database Sub-Segmentation.--Chapter 9. Customer Profitability and Diagnosing a Customer Portfolio.--Chapter 10. Decision-Guidance Systems.--Chapter 11. Scoring Models.--Chapter 12. Integrating Marketing and the Web.--Chapter 13. An Illustration of Integrated Marketing.--Chapter 14. Reflections on Becoming a Great Marketing Organization.
This cutting- edge book- with contributions by the star faculty of the Kellog School of Management and the Medill School of Journalism's Integrated Marketing Communications Department at Northwestern University- offers the latest thinking on the art and science of integrated marketing.
0471204765
MARKETING.
RELATIONSHIP MARKETING.
TARGET MARKETING.
HF 5415 .K45 2003
Includes index.
Chapter 1. Overview of Kellogg on Integrated Marketing.--Chapter 2. What is Integrated Marketing?.--Chapter 3. The Tao of Customer Loyalty: Getting to "My Brand, My Way".--Chapter 4. Using Interaction Maps to Create Brand Experiences and relationships.--Chapter 5. Integrated Marketing and the Consumer Experience.--Chapter 6. Strategies for Viral Marketing.--Chapter 7. Acquiring the Right Customers.--Chapter 8. Database Sub-Segmentation.--Chapter 9. Customer Profitability and Diagnosing a Customer Portfolio.--Chapter 10. Decision-Guidance Systems.--Chapter 11. Scoring Models.--Chapter 12. Integrating Marketing and the Web.--Chapter 13. An Illustration of Integrated Marketing.--Chapter 14. Reflections on Becoming a Great Marketing Organization.
This cutting- edge book- with contributions by the star faculty of the Kellog School of Management and the Medill School of Journalism's Integrated Marketing Communications Department at Northwestern University- offers the latest thinking on the art and science of integrated marketing.
0471204765
MARKETING.
RELATIONSHIP MARKETING.
TARGET MARKETING.
HF 5415 .K45 2003
