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