简介
This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equity with new techniques and strategies from the experts更多>>
目录
foreword: evolving marketing and marketing communication into the twenty-first century (don e. schultz).
chapter 1: overview of kellogg on integrated marketing (dawn iacobucci and bobby j. calder).
chapter 2: what is integrated marketing? (bobby j. calder and edward c. malthouse).
chapter 3: the tao of customer loyalty: getting to "my brand, my way"(tom collinger).
chapter 4: using interaction maps to create brand experiences and relationships (andrew j. razeghi and bobby j. calder).
chapter 5: integrated marketing and the consumer experience (lisa fortini-campbell).
chapter 6: strategies for viral marketing (maria flores letelier, charles spinosa, and bobby j. calder).
chapter 7: acquiring the right customers (lisa a. petrison and paul wang).
chapter 8: database sub-segmentation (edward c. malthouse).
chapter 9: customer prof itability and diagnosing a customer portfolio (francis j. mulhern).
chapter 10: decision-guidance systems (nigel hopkins, adam duhachek, and dawn iacobucci).
.
chapter 11: scoring models (edward c. malthouse).
chapter 12: integrating marketing and the web (eric g. berggren, bobby j. calder, and richard i. kolsky).
chapter 13: an illustration of integrated marketing (bobby j. calder).
chapter 14: ref lections on becoming a great marketing organization (stephen burnett).
about the contributors.
index.
chapter 1: overview of kellogg on integrated marketing (dawn iacobucci and bobby j. calder).
chapter 2: what is integrated marketing? (bobby j. calder and edward c. malthouse).
chapter 3: the tao of customer loyalty: getting to "my brand, my way"(tom collinger).
chapter 4: using interaction maps to create brand experiences and relationships (andrew j. razeghi and bobby j. calder).
chapter 5: integrated marketing and the consumer experience (lisa fortini-campbell).
chapter 6: strategies for viral marketing (maria flores letelier, charles spinosa, and bobby j. calder).
chapter 7: acquiring the right customers (lisa a. petrison and paul wang).
chapter 8: database sub-segmentation (edward c. malthouse).
chapter 9: customer prof itability and diagnosing a customer portfolio (francis j. mulhern).
chapter 10: decision-guidance systems (nigel hopkins, adam duhachek, and dawn iacobucci).
.
chapter 11: scoring models (edward c. malthouse).
chapter 12: integrating marketing and the web (eric g. berggren, bobby j. calder, and richard i. kolsky).
chapter 13: an illustration of integrated marketing (bobby j. calder).
chapter 14: ref lections on becoming a great marketing organization (stephen burnett).
about the contributors.
index.
- 名称
- 类型
- 大小
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