Kellogg on Integrated Marketing |
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| Editor:
| Iacobucci, Dawn
Calder, Bobby J. |
| ISBN: | 978-0-471-20476-3 |
| Publication Date: | Nov 2002 |
| Publisher: | John Wiley & Sons, Incorporated
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| Book Format: | Hardback |
| List Price: | USD $52.00 |
Book Description:
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Kellogg on Integrated Marketing merges the two streams in current marketing practice, mass branding and one-to-one relationship marketing, into a single concept. The book offers an overview of the current status of each approach, presents a vision for combining them, and gives advice for managers on dealing with specific marketing challenges.
Kellogg on Integrated Marketing merges the two streams in current marketing practice, mass branding and one-to-one relationship marketing, into a single concept. The book offers an overview of the current status of each approach, presents a vision for combining them, and gives advice for managers on dealing with specific marketing challenges.