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Item Details
| Title:
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KELLOGG ON INTEGRATED MARKETING
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| By: |
Dawn Iacobucci (Editor), Bobby J. Calder (Editor) |
| Format: |
Hardback |
| List price:
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£39.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0471204765 |
| ISBN 13: |
9780471204763 |
| Publisher: |
JOHN WILEY AND SONS LTD |
| Pub. date: |
29 November, 2002 |
| Pages: |
314 |
| Description: |
Kellogg 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. |
| Synopsis: |
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 |
| Illustrations: |
Illustrations |
| Publication: |
US |
| Imprint: |
John Wiley & Sons Inc |
| Returns: |
Returnable |
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