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. 
<br/><br/>Includes index. 
<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0471204765 
<br/><br/><label>Subjects--Topical Terms: </label><br/>MARKETING.<br/>RELATIONSHIP MARKETING.<br/>TARGET MARKETING.
<br/><br/><label>LC Class. No.: </label>HF 5415 .K45 2003