000			01896nam a22002657a 4500
003			NUBALIWAG
005			20250226065710.0
008			250226b ph ||||| |||| 00| 0 eng d
020			_a0471204765
040			_cNUBLRC
050			_aHF 5415 .K45 2003
245			_aKellogg on integrated marketing : _bthe Kellogg marketing faculty and the faculty communications at the Medill School of Journalism / _cEdited by : Dawn Iacobucci and Bobby Calder.
260			_aNew Jersey : _bJohn Wiley & Sons, Inc., _cc2003.
300			_axxi, 314 pages : _billustrations ; _c24 cm.
365			_bPHP 300.00
504			_aIncludes index.
505			_aChapter 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.
520			_aThis 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.
650			_aMARKETING.
650			_aRELATIONSHIP MARKETING.
650			_aTARGET MARKETING.
700			_aIacobucci, Dawn. _eAuthor
700			_aCalder, Bobby. _eAuthor
942			_2lcc _cBK _n0
999			_c7012 _d7012