TY  - BOOK
AU  - Iacobucci, Dawn.
AU  - Calder, Bobby J.
TI  - Kellogg on integrated marketing
SN  - 9788126511242
AV  - 658.8 IAC
U1  - 658.8 
PY  - 2003///
CY  - Hoboken, New Jersey
PB  - Wiley
KW  - Marketing
N1  - Includes bibliographical references and index;  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
ER  -