000			01688nam a2200217Ia 4500
001			M11507
005			20250219110906.0
008			250219s9999 xx 000 0 und d
020			_a8126511249
100			_a"Iacobucci, Dawn"
245		0	_aKellogg on integrated marketing
260			_aNew Delhi
260			_bWiley India
260			_cc2003
300			_a"xxi,314p. : ill. ;23cm."
500			_aincludes index
520			_a"Evolving marketing and marketing communications into the twenty-first century / Don E. Schulz -- Overview of Kellogg on integrated marketing / Dawn Iacobucci and Bobby J. Calder -- What is integrated marketing? / Bobby J. Calder and Edward C. Malthouse -- The tao of customer loyalty : getting to ""my brand, my way"" / Tom Collinger -- Using interaction maps to create brand experiences and relationships / Andrew J. Razeghi and Bobby J. Calder -- Integrated marketing and the consumer experience / Lisa Fortini-Campbell -- Strategies for viral marketing / Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder -- Acquiring the right customers / Lisa A. Petrison and Paul Wang -- Database sub-segmentation / Edward C. Malthouse -- Customer profitability and diagnosing a customer portfolio / Francis J. Mulhern -- Decision-guidance systems / Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci -- Scoring models / Edward C. Malthouse -- Integrating marketing and the web / Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky -- An illustration of integrated marketing / Bobby J. Calder -- Reflections on becoming a great marketing organization / Stephen Burnett."
650			_aMarketing
700			_a"Calder, Bobby (eds)"
942			_cBK
999			_c11701 _d11701