Kellogg on Integrated Marketing
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Kellogg on Integrated Marketing by Dawn Iacobucci
Book DescriptionThis 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 - Richard I. Kolsky - Maria Flores Letelier - Edward C. Malthouse - Francis J. Mulhern - Lisa A. Petrison - Andrew Razeghi - Don E. Schultz - Charles Spinosa - Paul Wang
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Book DetailsISBN: 9780471204763
(239mm x 163mm x 28mm)
Imprint: John Wiley & Sons Inc
Publisher: John Wiley and Sons Ltd
Publish Date: 29-Nov-2002
Country of Publication: United States
Books By Author Dawn Iacobucci
Mediation Analysis, Paperback (June 2008)
Explores even the fundamental assumptions underlying mediation analysis
Handbook of Services Marketing and Management, Paperback (January 2000)
A guide to the latest thinking in the foundations of services.
Networks in Marketing, Paperback (October 1996)
An overview of what networks are and how they are used in marketing management practices is provided in this volume. Leading scholars in the field examine various types of relationships including: customer-to-customer networks; relationships as investment opportunities; and strategic alliances.
Social Network Analysis, Paperback (November 1994)» View all books by Dawn Iacobucci
Covers methods for the analysis of social networks and applies them to examples.
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Author Biography - Dawn 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 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.
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