Gebundenes Buch

Kellog on Integrated Marketing

The Kellogg Marketing Faculty and the Faculty of Integrated Marketing Communications, Medill School of Journalism, Northwestern University

Herausgegeben: Iacobucci, Dawn; Calder, Bobby J.

Beschreibung

Marketing experts Iacobucci and Calder here offer managers a better way to think about database marketing. This book takes the usual quantitative database concepts and integrates them with qualitative special-relationship marketing concepts, thus broadening the book´s appeal. "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.

Autor

DAWN IACOBUCCI is the Coca-Cola Distinguished Professor of Marketing and Head of the Marketing Department at the University of Arizona in Tucson. She was previously professor of marketing at the Kellogg School of Management, Northwestern University. She also served as editor of and contributor to Kellogg on Marketing (Wiley). BOBBY CALDER is the Charles H. Kellstadt Distinguished Professor of Marketing and Professor of Psychology at the Kellogg School of Management, Northwestern University. He is Director of Research for the Media Management Center at Northwestern and Codirector of the media MBA program at Kellogg.

Produktdetails

• Verlag: WILEY & SONS
• 1. Auflage
• Seitenzahl: 336
• Erscheinungstermin: 12. November 2002
• Englisch
• Abmessung: 235mm x 157mm x 24mm
• Gewicht: 585g
• ISBN-13: 9780471204763
• ISBN-10: 0471204765
• Artikelnr.: 11148645

Rezensionen

"...competently tackles a wide range of important issues..." (Marketing, February 2004)