Kellogg on Integrated Marketing

ISBN: 9780471204763

出版社: John Wiley & Sons Inc

出版年: 2002-11

页数: 314

定价: 315.95元

装帧: HRD

内容简介

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 ? Richard I. Kolsky ? Maria Flores Letelier ? Edward C. Malthouse ? Francis J. Mulhern ? Lisa A. Petrison ? Andrew Razeghi ? Don E. Schultz ? Charles Spinosa ? Paul Wang