KELLOG ON THE INTEGRATED MARKETING: THE KELLOG MARKETING FACULTY AND THE FACULTY OF INTEGRATED MARKETING COMMUNICATIONS AT THE MEDILL SCHOOL...
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| TITLE : KELLOG ON THE INTEGRATED MARKETING: THE KELLOG MARKETING FACULTY AND THE FACULTY OF INTEGRATED MARKETING COMMUNICATIONS AT THE MEDILL SCHOOL... |
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Foreword Evolving Marketing and Marketing Communication into the Twenty-First Century vii Don E. Schultz Chapter 1 Overview of Kellogg on Integrated Marketing 1 Dawn Iacobucci and Bobby J.Calder Chapter 2 What Is Integrated Marketing? 6 Bobby J. Calder and Edward C. Malthouse Chapter 3 The Tao of Customer Loyalty: Getting to "My Brand, My Way"TM 16 Tom Collinger Chapter 4 Using Interaction Maps to Create Brand Experiences and Relationships 39 Andrew J. Razeghi and Bobby J. Calder Chapter 5 Integrated Marketing and the Consurner Experience 54 Lisa Fortini-Campbell Chapter 6 Strategies for Viral Marketing 90 Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder Chapter 7 Acquiring the Right Customers 135 Lisa A. Petrison and Paul Wang Chapter 8 Database Sub-Segmentation 162 Edward C. Malthouse Chapter 9 Customer Profitability and Diagnosing a Customer Portfolio 189 Francis J. Mulhern Chapter 10 Decision-Guidance Systems 208 Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci Chapter 11 Scoring Models 227 Edward C. Malthouse Chapter 12 Integrating Marketing and the Web 250 Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky Chapter 13 An Illustration of Integrated Marketing 262 Bobby J. Calder Chapter 14 Reflections on Becoming a Great Marketing Organization 284 Stephen Burnett About the Contributors 299 Index 307