Kellogg on integrated marketing /
Guardado en:
| Autores Corporativos: | , |
|---|---|
| Otros Autores: | , |
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
Hoboken, N.J. :
John Wiley,
c2003.
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| Materias: | |
| Acceso en línea: | Contributor biographical information Publisher description Table of contents |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
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| 050 | 0 | 0 | |a HF5415 |b .K444 2003 |
| 082 | 0 | 0 | |a 658.8 |2 21 |
| 245 | 0 | 0 | |a Kellogg on integrated marketing / |c the Kellogg marketing faculty and the faculty of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University ; Dawn Iacobucci and Bobby Calder, editors. |
| 246 | 3 | 0 | |a Integrated marketing |
| 260 | |a Hoboken, N.J. : |b John Wiley, |c c2003. | ||
| 300 | |a xxi, 314 p. : |b ill. ; |c 24 cm. | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a 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. | |
| 650 | 0 | |a Marketing. | |
| 650 | 7 | |a Mercadeo. |2 UDESA | |
| 700 | 1 | |a Iacobucci, Dawn. | |
| 700 | 1 | |a Calder, Bobby J. | |
| 710 | 2 | |a J.L. Kellogg Graduate School of Management. |b Center for Marketing Sciences | |
| 710 | 2 | |a Medill School of Journalism. |b Department of Integrated Marketing Communications | |
| 856 | 4 | 2 | |3 Contributor biographical information |u http://catdir.loc.gov/catdir/bios/wiley046/2002727101.html |
| 856 | 4 | 2 | |3 Publisher description |u http://catdir.loc.gov/catdir/description/wiley039/2002727101.html |
| 856 | 4 | 1 | |3 Table of contents |u http://catdir.loc.gov/catdir/toc/wiley031/2002727101.html |