Kellogg on Integrated Marketing [Hardcover]

This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equity with new techniques and strategies from the experts. You'll hear from:
- Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - Richard I. Kolsky - Maria Flores Letelier - Edward C. Malthouse - Francis J. Mulhern - Lisa A. Petrison - Andrew Razeghi - Don E. Schultz - Charles Spinosa - Paul WangForeword: 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).