{"product_id":"kellogg-on-integrated-marketing-9780471204763","title":"Kellogg on Integrated Marketing","description":"\u003cp\u003e • Author(s): Dawn Iacobucci\u003cbr\u003e • Publisher: Wiley\u003cbr\u003e • Publisher Imprint: Wiley\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eFrom the Back Cover\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eContinuing the tradition established with \u003ci\u003eKellogg on Marketing\u003c\/i\u003e, here's the best cutting-edge thinking on marketing from the world's foremost authorities--the experts from the renowned Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications Faculty at Northwestern University. Offering a variety of perspectives from Northwestern's internationally distinguished faculty, \u003ci\u003eKellogg on Integrated Marketing\u003c\/i\u003e merges the two major streams of current marketing practice--mass branding and one-to-one relationship marketing into a single integrated concept. \u003c\/p\u003e \u003cp\u003e Led by editors Dawn lacobucci and Bobby Calder, the contributors explore the theories of mass and one-to-one marketing as separate strategies before compounding them into a single, more powerful approach. They also discuss a variety of other topics in relation to the concept of integrated marketing, including: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eThe importance of customer loyalty \u003c\/li\u003e \u003cli\u003eCustomer\/brand relationships and their implications \u003c\/li\u003e \u003cli\u003eViral marketing and \"buzz\" \u003c\/li\u003e \u003cli\u003eCustomer acquisition using mass media and direct marketing \u003c\/li\u003e \u003cli\u003eCustomer profitability measurement \u003c\/li\u003e \u003cli\u003eIdeal information systems for marketers \u003c\/li\u003e \u003cli\u003eScoring models for optimizing customer contacts \u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e In addition to its focus on integrated marketing, the book offers an enlightening perspective on the ways marketing must--and will--adapt to changing consumer attitudes and culture. As you've come to expect from the gurus at Northwestern, this fascinating volume examines tough marketing questions and offers effective solutions to everyday problems. Packed with the very best in modern marketing theory and practice, \u003ci\u003eKellogg on Integrated Marketing\u003c\/i\u003e is an invaluable resource for marketing executives, managers, consultants, and MBA students.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Hardcover","offer_id":45115160166551,"sku":"9780471204763","price":3680.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780471204763.webp?v=1767270478","url":"https:\/\/atlanticbooks.com\/products\/kellogg-on-integrated-marketing-9780471204763","provider":"Atlantic Books","version":"1.0","type":"link"}