Kellogg On Integrated Marketing

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This book takes the usual quantitative database concepts and integrates them with qualitative special-relationship marketing concepts, thus broadening the book's appeal and giving managers information they can really use to strengthen customer relationships and increase sales. The book merges the two streams in current marketing practice - mass branding and one-to-one relationship marketing - into a single integrated concept. The book opens with an overview of each approach and a vision of how to combine them into a more powerful, integrated approach. The second part of the book recommends ways that managers should respond to specific marketing challenges. Part 3 takes a look at Multiplex Marketing, the future of database marketing.

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Dawn Iacobucci is the Coca-Cola Distinguished Professor of Marketing and Head of the Marketing Department at the University of Arizona in Tucson. She was previously professor of marketing at the Kellogg School of Management, Northwestern University. She also served as editor of and contributor to Kellogg on Marketing (Wiley). Bobby Calder is the Charles H. Kellstadt Distinguished Professor of Marketing and Professor of Psychology at the Kellogg School of Management, Northwestern University. He is Director of Research for the Media Management Center at Northwestern and Codirector of the media MBA program at Kellogg. Table of Contents Foreword: Evolving Marketing and Marketing Communication into the Twenty-First Century (Don E. Schultz) 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 About the Contributors Index