Kellogg on integrated marketing / 
 Integrated marketing 
the Kellogg marketing faculty and the faculty of Integrated Marketing Communications at the Medill School of Journalism, Norhtwestern University ; Dawn Iacobucci and Bobby Calder, editors. 
 - Hoboken, New Jersey :  Wiley,  c2003. 
 - xxi, 314 p. :  ill. ;  24 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>  Evolving marketing and marketing communications into the twenty-first century /    Overview of Kellogg on integrated marketing /    What is integrated marketing? /    The tao of customer loyalty : getting to "my brand, my way" /    Using interaction maps to create brand experiences and relationships /    Integrated marketing and the consumer experience /    Strategies for viral marketing /    Acquiring the right customers /    Database sub-segmentation /    Customer profitability and diagnosing a customer portfolio /    Decision-guidance systems /    Scoring models /    Integrating marketing and the web /    An illustration of integrated marketing /    Reflections on becoming a great marketing organization /    Don E. Schulz --    Dawn Iacobucci and Bobby J. Calder --    Bobby J. Calder and Edward C. Malthouse --    Tom Collinger --    Andrew J. Razeghi and Bobby J. Calder --    Lisa Fortini-Campbell --    Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder --    Lisa A. Petrison and Paul Wang --    Edward C. Malthouse --    Francis J. Mulhern --    Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci --    Edward C. Malthouse --    Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky --    Bobby J. Calder --    Stephen Burnett. 
<br/><br/><label>ISBN: </label>9788126511242 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>LC Class. No.: </label>658.8  / IAC 
<br/><br/><label>Dewey Class. No.: </label>658.8  / IAC [ Shelf 66 ]