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| 005 | 20260112063250.0 | ||
| 020 | _a9788126511242 | ||
| 039 |
_a202110120958 _bstaff _c201301070357 _d staff _c201003290327 _d staff _y 201003290326 _z staff |
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| 050 |
_a658.8 _bIAC |
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| 082 |
_a658.8 _bIAC [ Shelf 66 ] |
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| 245 |
_aKellogg on integrated marketing / _cthe Kellogg marketing faculty and the faculty of Integrated Marketing Communications at the Medill School of Journalism, Norhtwestern University ; Dawn Iacobucci and Bobby Calder, editors. |
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| 246 | 3 | 0 | _aIntegrated marketing |
| 260 |
_aHoboken, New Jersey : _bWiley, _cc2003. |
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| 300 |
_axxi, 314 p. : _bill. ; _c24 cm. |
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| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | 0 |
_t Evolving marketing and marketing communications into the twenty-first century / _r Don E. Schulz -- _t Overview of Kellogg on integrated marketing / _r Dawn Iacobucci and Bobby J. Calder -- _t What is integrated marketing? / _r Bobby J. Calder and Edward C. Malthouse -- _t The tao of customer loyalty : getting to "my brand, my way" / _r Tom Collinger -- _t Using interaction maps to create brand experiences and relationships / _r Andrew J. Razeghi and Bobby J. Calder -- _t Integrated marketing and the consumer experience / _r Lisa Fortini-Campbell -- _t Strategies for viral marketing / _r Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder -- _t Acquiring the right customers / _r Lisa A. Petrison and Paul Wang -- _t Database sub-segmentation / _r Edward C. Malthouse -- _t Customer profitability and diagnosing a customer portfolio / _r Francis J. Mulhern -- _t Decision-guidance systems / _r Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci -- _t Scoring models / _r Edward C. Malthouse -- _t Integrating marketing and the web / _r Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky -- _t An illustration of integrated marketing / _r Bobby J. Calder -- _t Reflections on becoming a great marketing organization / _r Stephen Burnett. |
| 650 | _aMarketing. | ||
| 700 | _aIacobucci, Dawn. | ||
| 700 | _aCalder, Bobby J. | ||
| 991 | _aVIRTUA40 | ||
| 991 | _aVTLSSORT0080*0200*0500*0820*2450*2460*2600*3000*5040*5050*6500*7000*7001*9992 | ||
| 909 | _a2476 | ||
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_c2366 _d2366 |
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