KELLOGG ON INTEGRATED MARKETING by Dawn Iacobucci (Editor), Bobby J. Calder (Editor) ( 9780471204763 )

Item Details

Title:

KELLOGG ON INTEGRATED MARKETING

By:

Dawn Iacobucci (Editor), Bobby J. Calder (Editor)

Format:

Hardback

List price:

£39.99

Our price:

£29.19

Discount:

27% off

You save:

£10.80

ISBN 10:

0471204765

ISBN 13:

9780471204763

Availability:

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Stock:

Currently 0 available

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:

Imprint:

John Wiley & Sons Inc

Returns:

Returnable

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