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.
Material type:
TextPublication details: New Jersey : John Wiley & Sons, Inc., c2003.Description: xxi, 314 pages : illustrations ; 24 cmISBN: - 0471204765
- HF 5415 .K45 2003
| Item type | Current library | Home library | Collection | Shelving location | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|---|---|
Books
|
NU BALIWAG | NU BALIWAG | Marketing Management | General Circulation | GC HF 5415 .K45 2003 (Browse shelf(Opens below)) | c.1 | Available | NUBUL000002092 |
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.
There are no comments on this title.
