Iacobucci, Dawn

Kellogg on Integrated Marketing

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ISBN 13:: 9780471204763
author:: Iacobucci, Dawn
format:: HardBack
publisher:: John Wiley & Sons
language:: English
Publication Year:: 2002
Pages:: 352
Dimensions:: 167 mm X 236 mm
Genre:: Sales & marketing management
Condition:: New
Availability:: Item usually sent within 10 working days

£32.57

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Description

Description

Kellogg on Integrated Marketing brings together two current marketing trends: mass market branding and one-to-one relationship marketing. This book provides an overview of the two approaches, explaining how they can be combined to create a stronger, more integrated, and innovative marketing method. It also offers practical advice on how managers should respond to specific marketing problems. The second part of the book focuses on multiplex marketing, which is seen as the future of database marketing. Key topics include developing brands, measuring customer profitability, dynamic pricing, customer acquisition, customer communication, integrating customer service, optimizing customer contacts, rewarding customer loyalty, and data mining for cross-selling. Written by experts from the Kellogg Graduate School of Management, one of the world's leading business schools for marketing, this book provides top-class marketing tips and advice.

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