Kellogg on Integrated Marketing

ISBN-10: 0471204765
ISBN-13: 9780471204763
Edition: 2003
List price: $48.00 Buy it from $2.79
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Description: Mass branding and one-to-one relationship can be merged into a single concept of integrated marketing. Dawn Iacobucci offers an overview of the current status of each approach, explains how they can be combined and offers advice on dealing with  More...

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Book details

List price: $48.00
Copyright year: 2003
Publisher: John Wiley & Sons, Incorporated
Publication date: 11/12/2002
Binding: Hardcover
Pages: 314
Size: 6.25" wide x 10.25" long x 1.00" tall
Weight: 1.100
Language: English

Mass branding and one-to-one relationship can be merged into a single concept of integrated marketing. Dawn Iacobucci offers an overview of the current status of each approach, explains how they can be combined and offers advice on dealing with specific marketing challenges.

Alice M. Tybout is the Harold T. Martin Professor of Marketing and a former chairperson of the Marketing Department at the Kellogg School of Management, Northwestern University. She is academic director of the consumer marketing strategy program and the branding program at Kellogg's Allen Center, the author of more than forty articles and book chapters, a consultant for leading companies, including Abbott Laboratories, Coca-Cola Company, and Pfizer, and a member of the board of directors of RHR International.Bobby J. Calder is the Charles H. Kellstadt Professor of Marketing and the current chairperson of the Department of Marketing at the Kellogg School of Management, Northwestern University. Previously, he has taught at the Wharton School, University of Pennsylvania, and has been a consultant for Booz Allen Hamilton. He is the author of numerous research studies and articles. He has been a consultant to companies such as Aetna, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonald's, Motorola, Prudential, Tribune Co., and Time Warner.

Foreword: Evolving Marketing and Marketing Communication into the Twenty-First Century
Overview of Kellogg on Integrated Marketing
What Is Integrated Marketing?
The Tao of Customer Loyalty: Getting to "My Brand, My Way"
Using Interaction Maps to Create Brand Experiences and Relationships
Integrated Marketing and the Consumer Experience
Strategies for Viral Marketing
Acquiring the Right Customers
Database Sub-Segmentation
Customer Profitability and Diagnosing a Customer Portfolio
Decision-Guidance Systems
Scoring Models
Integrating Marketing and the Web
An Illustration of Integrated Marketing
Reflections on Becoming a Great Marketing Organization
About the Contributors
Index

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