Description
Book SynopsisKellogg on Integrated Marketing merges the two streams in current marketing practice, mass branding and one-to-one relationship marketing, into a single concept. The book offers an overview of the current status of each approach, presents a vision for combining them, and gives advice for managers on dealing with specific marketing challenges.
Trade Review"...competently tackles a wide range of important issues..." (
Marketing, February 2004)
Table of ContentsForeword: Evolving Marketing and Marketing Communication into the Twenty-First Century (Don E. Schultz).
Chapter 1: Overview of Kellogg on Integrated Marketing (Dawn Iacobucci and Bobby J. Calder).
Chapter 2: What Is Integrated Marketing? (Bobby J. Calder and Edward C. Malthouse).
Chapter 3: The Tao of Customer Loyalty: Getting to "My Brand, My Way"(Tom Collinger).
Chapter 4: Using Interaction Maps to Create Brand Experiences and Relationships (Andrew J. Razeghi and Bobby J. Calder).
Chapter 5: Integrated Marketing and the Consumer Experience (Lisa Fortini-Campbell).
Chapter 6: Strategies for Viral Marketing (Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder).
Chapter 7: Acquiring the Right Customers (Lisa A. Petrison and Paul Wang).
Chapter 8: Database Sub-Segmentation (Edward C. Malthouse).
Chapter 9: Customer Prof itability and Diagnosing a Customer Portfolio (Francis J. Mulhern).
Chapter 10: Decision-Guidance Systems (Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci).
Chapter 11: Scoring Models (Edward C. Malthouse).
Chapter 12: Integrating Marketing and the Web (Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky).
Chapter 13: An Illustration of Integrated Marketing (Bobby J. Calder).
Chapter 14: Ref lections on Becoming a Great Marketing Organization (Stephen Burnett).
About the Contributors.
Index.
