Kellogg on Integrated Marketing

出版者:John Wiley & Sons Inc

作者:Iacobucci, Dawn (EDT)/ Calder, Bobby J. (EDT)/ J. L. Kellogg Graduate School of Management Center fo

页数:314

出版时间:2002-11

价格:315.95元

装帧:HRD

isbn号码:9780471204763

图书标签:marketingKelloggManagement

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