Kellogg on Integrated Marketing

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 Wang"Kellogg on Integrated Marketing" verbindet zwei aktuelle Strömungen der Marketing Praxis miteinander: Marketing von Massenmarken und One-to-One Relationship Marketing.

Das Buch gibt im ersten Teil einen Überblick über die beiden Ansätze und beschreibt, wie man sie zu einer stärkeren, integrierten und innovativen Marketingmethode kombiniert.

Der zweite Teil vermittelt Tipps und Ratschläge, wie Manager auf spezifische Marketingprobleme reagieren sollten.

Der dritte Teil beschäftigt sich mit Multiplex Marketing, der Zukunft des Datenbankmarketing.

Diskutiert werden u.a. folgende Themenschwerpunkte: Entwickeln von Marken, Ermitteln der Kundenrentabilität, dynamische Preisgestaltung, Kundenakquisition, Kundenkommunikation, Integrieren des Customer Service, Optimieren von Kundenkontakten, Belohnen von Kundentreue und Data Mining für Cross Selling.

Die Kellogg Graduate School of Management gehört international zu den renommiertesten Business Schools für Marketing. Hier geben angesehene Spitzenvertreter dieser Schule erstklassige Marketing-Tipps und -Ratschläge.

"Kellogg on Integrated Marketing" baut auf dem Vorgängerband "Kellogg on Marketing auf und bietet einen innovativen Ansatz für die erfolgreiche Lösung aktueller Marketingprobleme. Foreword: 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. "...competently tackles a wide range of important issues..." (Marketing, February 2004)

DAWN IACOBUCCI is the Coca-Cola Distinguished Professor of Marketing and Head of the Marketing Department at the University of Arizona in Tucson. She was previously professor of marketing at the Kellogg School of Management, Northwestern University. She also served as editor of and contributor to Kellogg on Marketing (Wiley).

BOBBY CALDER is the Charles H. Kellstadt Distinguished Professor of Marketing and Professor of Psychology at the Kellogg School of Management, Northwestern University. He is Director of Research for the Media Management Center at Northwestern and Codirector of the media MBA program at Kellogg.

Continuing the tradition established with Kellogg on Marketing, here’s the best cutting-edge thinking on marketing from the world’s foremost authorities—the experts from the renowned Kellogg School of Management and the Medill School of Journalism’s Integrated Marketing Communications Faculty at Northwestern University. Offering a variety of perspectives from Northwestern’s internationally distinguished faculty, Kellogg on Integrated Marketing merges the two major streams of current marketing practice—mass branding and one-to-one relationship marketing into a single integrated concept.

Led by editors Dawn lacobucci and Bobby Calder, the contributors explore the theories of mass and one-to-one marketing as separate strategies before compounding them into a single, more powerful approach. They also discuss a variety of other topics in relation to the concept of integrated marketing, including:

• The importance of customer loyalty
• Customer/brand relationships and their implications
• Viral marketing and “buzz”
• Customer acquisition using mass media and direct marketing
• Customer profitability measurement
• Ideal information systems for marketers
• Scoring models for optimizing customer contacts

In addition to its focus on integrated marketing, the book offers an enlightening perspective on the ways marketing must—and will—adapt to changing consumer attitudes and culture. As you’ve come to expect from the gurus at Northwestern, this fascinating volume examines tough marketing questions and offers effective solutions to everyday problems. Packed with the very best in modern marketing theory and practice, Kellogg on Integrated Marketing is an invaluable resource for marketing executives, managers, consultants, and MBA students.