{"product_id":"kellogg-on-integrated-marketing-isbn-9780471204763","title":"Kellogg on Integrated Marketing","description":"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:\u003cbr\u003e - 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.\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e Der zweite Teil vermittelt Tipps und Ratschläge, wie Manager auf spezifische Marketingprobleme reagieren sollten.\u003cbr\u003e \u003cbr\u003e Der dritte Teil beschäftigt sich mit Multiplex Marketing, der Zukunft des Datenbankmarketing.\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e \"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).\u003cbr\u003e \u003cbr\u003e Chapter 1: Overview of Kellogg on Integrated Marketing (Dawn Iacobucci and Bobby J. Calder).\u003cbr\u003e \u003cbr\u003e Chapter 2: What Is Integrated Marketing? (Bobby J. Calder and Edward C. Malthouse).\u003cbr\u003e \u003cbr\u003e Chapter 3: The Tao of Customer Loyalty: Getting to \"My Brand, My Way\"(Tom Collinger).\u003cbr\u003e \u003cbr\u003e Chapter 4: Using Interaction Maps to Create Brand Experiences and Relationships (Andrew J. Razeghi and Bobby J. Calder).\u003cbr\u003e \u003cbr\u003e Chapter 5: Integrated Marketing and the Consumer Experience (Lisa Fortini-Campbell).\u003cbr\u003e \u003cbr\u003e Chapter 6: Strategies for Viral Marketing (Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder).\u003cbr\u003e \u003cbr\u003e Chapter 7: Acquiring the Right Customers (Lisa A. Petrison and Paul Wang).\u003cbr\u003e \u003cbr\u003e Chapter 8: Database Sub-Segmentation (Edward C. Malthouse).\u003cbr\u003e \u003cbr\u003e Chapter 9: Customer Prof itability and Diagnosing a Customer Portfolio (Francis J. Mulhern).\u003cbr\u003e \u003cbr\u003e Chapter 10: Decision-Guidance Systems (Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci).\u003cbr\u003e \u003cbr\u003e Chapter 11: Scoring Models (Edward C. Malthouse).\u003cbr\u003e \u003cbr\u003e Chapter 12: Integrating Marketing and the Web (Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky).\u003cbr\u003e \u003cbr\u003e Chapter 13: An Illustration of Integrated Marketing (Bobby J. Calder).\u003cbr\u003e \u003cbr\u003e Chapter 14: Ref lections on Becoming a Great Marketing Organization (Stephen Burnett).\u003cbr\u003e \u003cbr\u003e About the Contributors.\u003cbr\u003e \u003cbr\u003e Index. \"...competently tackles a wide range of important issues...\" (\u003ci\u003eMarketing\u003c\/i\u003e, February 2004) \u003cp\u003e\u003cb\u003eDAWN IACOBUCCI\u003c\/b\u003e 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 \u003ci\u003eKellogg on Marketing\u003c\/i\u003e (Wiley). \u003c\/p\u003e \u003cp\u003e\u003cb\u003eBOBBY CALDER\u003c\/b\u003e 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.   \u003c\/p\u003e\u003cp\u003eContinuing the tradition established with \u003ci\u003eKellogg on Marketing\u003c\/i\u003e, 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, \u003ci\u003eKellogg on Integrated Marketing\u003c\/i\u003e merges the two major streams of current marketing practice—mass branding and one-to-one relationship marketing into a single integrated concept. \u003c\/p\u003e \u003cp\u003e 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:  \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eThe importance of customer loyalty \u003c\/li\u003e \u003cli\u003eCustomer\/brand relationships and their implications \u003c\/li\u003e \u003cli\u003eViral marketing and “buzz” \u003c\/li\u003e \u003cli\u003eCustomer acquisition using mass media and direct marketing \u003c\/li\u003e \u003cli\u003eCustomer profitability measurement \u003c\/li\u003e \u003cli\u003eIdeal information systems for marketers \u003c\/li\u003e \u003cli\u003eScoring models for optimizing customer contacts \u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e 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, \u003ci\u003eKellogg on Integrated Marketing\u003c\/i\u003e is an invaluable resource for marketing executives, managers, consultants, and MBA students.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989496578277,"sku":"NP9780471204763","price":52.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471204763.jpg?v=1761784339","url":"https:\/\/k12savings.com\/products\/kellogg-on-integrated-marketing-isbn-9780471204763","provider":"K12savings","version":"1.0","type":"link"}