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:

Contents

1. Overview of Kellogg on Integrated Marketing (Dawn Iacobucci and Bobby J. Calder).
2. What Is Integrated Marketing? (Bobby J. Calder and Edward C. Malthouse).
3. The Tao of Customer Loyalty: Getting to "My Brand, My Way"(Tom Collinger).
4. Using Interaction Maps to Create Brand Experiences and Relationships (Andrew J. Razeghi and Bobby J. Calder).
5. Integrated Marketing and the Consumer Experience (Lisa Fortini-Campbell).
6. Strategies for Viral Marketing (Maria Flores Letelier, Charles Spinosa, and Bobby J. Calder).
7. Acquiring the Right Customers (Lisa A. Petrison and Paul Wang).
8. Database Sub-Segmentation (Edward C. Malthouse).
9. Customer Profitability and Diagnosing a Customer Portfolio (Francis J. Mulhern).
10. Decision-Guidance Systems (Nigel Hopkins, Adam Duhachek, and Dawn Iacobucci).
11. Scoring Models (Edward C. Malthouse).
12. Integrating Marketing and the Web (Eric G. Berggren, Bobby J. Calder, and Richard I. Kolsky).
13. An Illustration of Integrated Marketing (Bobby J. Calder).
14. Reflections on Becoming a Great Marketing Organization (Stephen Burnett).