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Kellogg on Integrated Marketing
Iacobucci
€ 52.99
€ 41.08
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Description for Kellogg on Integrated Marketing
Hardcover. Kellogg on Integrated Marketing merges the two streams in current marketing practice, mass branding and one-to-one relationship marketing, into a single concept. The book offers an overview of the current status of each approach, presents a vision for combining them, and gives advice for managers on dealing with specific marketing challenges. Editor(s): Iacobucci, Dawn; Calder, Bobby J. Num Pages: 314 pages, Illustrations. BIC Classification: KJMV7. Category: (P) Professional & Vocational; (XV) Technical / Manuals. Dimension: 239 x 163 x 28. Weight in Grams: 704.
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. You'll hear from:
- Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - ... Read more
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. You'll hear from:
- Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - ... Read more
Product Details
Format
Hardback
Publication date
2002
Publisher
John Wiley and Sons Ltd United States
Number of pages
314
Condition
New
Number of Pages
336
Place of Publication
New York, United States
ISBN
9780471204763
SKU
V9780471204763
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About Iacobucci
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 ... Read more
Reviews for Kellogg on Integrated Marketing
"...competently tackles a wide range of important issues..." (Marketing, February 2004)