TY  - BOOK
AU  - Iacobucci,Dawn
AU  - Calder,Bobby J.
ED  - J.L. Kellogg Graduate School of Management.
ED  - Medill School of Journalism.
TI  - Kellogg on integrated marketing
SN  - 9780471204763 :
AV  - HF5415 .K444 2003
PY  - 2003///
CY  - Hoboken, NJ
PB  - Wiley
KW  - Marketing
N1  - Includes bibliographical references and index; Evolving marketing and marketing communications into the twenty-first century; Don E. Schulz --; Overview of Kellogg on integrated marketing; Dawn Iacobucci and Bobby J. Calder --; What is integrated marketing?; Bobby J. Calder and Edward C. Malthouse --; The tao of customer loyalty : getting to "my brand, my way"; Tom Collinger --; Using interaction maps to create brand experiences and relationships; Andrew J. Razeghi and Bobby J. Calder --; Integrated marketing and the consumer experience; Lisa Fortini-Campbell --; Strategies for viral marketing; Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder --; Acquiring the right customers; Lisa A. Petrison and Paul Wang --; Database sub-segmentation; Edward C. Malthouse --; Customer profitability and diagnosing a customer portfolio; Francis J. Mulhern --; Decision-guidance systems; Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci --; Scoring models; Edward C. Malthouse --; Integrating marketing and the web; Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky --; An illustration of integrated marketing; Bobby J. Calder --; Reflections on becoming a great marketing organization; Stephen Burnett
ER  -