Continuing the tradition established with Kellogg on Marketing, hereâs the best cutting-edge thinking on marketing from the worldâs foremost authoritiesâthe experts from the renowned Kellogg School of Management and the Medill School of Journalismâs Integrated Marketing Communications Faculty at Northwestern University. Offering a variety of perspectives from Northwesternâs internationally distinguished faculty, Kellogg on Integrated Marketing merges the two major streams of current marketing practiceâmass 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 âbuzzâ 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 mustâand willâadapt to changing consumer attitudes and culture. As youâve 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.
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