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Acknowledgments | |
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About the Case Writers' Workshop and the Development of this Book | |
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Readings | |
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Solving Marketing Problems with an Integrated Process | |
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What is a Brand (And Why Does it Matter?) | |
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Customer Relationship Management | |
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Creative Strategy in Integrated Marketing Communications | |
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An Introduction to Database Marketing | |
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Media Planning: The Business End of Advertising | |
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The Economics of Database Marketing | |
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Search Engine Optimization | |
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Business-to-Business Marketing | |
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Business-to-Business Lead Generation | |
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Consumer Privacy: Knowing Your Customers Without Really "Knowing" Them | |
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Multichannel Marketing | |
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History Matters: International Direct Marketing 30 Years On | |
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Multicultural Marketing in the U.S | |
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Contact and Call Centers | |
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Marketing Upgrade: Using Web 2.0 to Connect, Build, and Sell | |
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Mobile Marketing and the Mobile Decade to Come | |
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DRTV and Integrated Marketing | |
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Cases | |
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Allstate Insurance: Building Relationships through Email Campaigns | |
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American Cancer Society Chicago Chapter May Walk and Roll Event Marketing Campaign | |
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American Standard | |
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Amtrak: A Communications Planning Challenge | |
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Direct Mail Marketing at the Art Institute of Chicago | |
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The Chicago Girl Scouts | |
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Coldwell Banker-Virginia Beach | |
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Domino's Pizza: Growing Sales With Technology | |
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H�agen-Dazs� Loves Honey Bees | |
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Hallmark Gold Crown Card Program: Member Relations Challenges in a Relationship Industry | |
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ING Direct Caf�s | |
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J. Jill: Transforming the Customer Experience | |
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Kiln Creek Golf Club & Resort: On Par for an Integrated Marketing Communications Campaign to Acquire New Members | |
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Lane Bryant | |
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Scratch-off Summer Games at Lettuce Entertain You in Chicago | |
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McDonald Garden Center | |
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Nonna's Italian Restaurant | |
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Peninsula Society for the Prevention of Cruelty to Animals (PSPCA) | |
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Primetime Developmental Playthings | |
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The Red Bell | |
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Saint Laurie Merchant Tailors | |
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Powered By SRAM | |
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Home Equity Loans in Texas: The Wells Fargo Experience | |
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Index | |