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Kellogg on Integrated Marketing Hardcover – November 12, 2002


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Product Details

  • Hardcover: 314 pages
  • Publisher: Wiley; 1 edition (November 12, 2002)
  • Language: English
  • ISBN-10: 0471204765
  • ISBN-13: 978-0471204763
  • Product Dimensions: 6.4 x 1.2 x 9.6 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #1,110,567 in Books (See Top 100 in Books)

Editorial Reviews

Review

"...competently tackles a wide range of important issues..." (Marketing, February 2004)

From the Inside Flap

Continuing the tradition established with Kellogg on Marketing, here's the best cutting-edge thinking on marketing from the world's foremost authorities-the experts from the renowned Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications Faculty at Northwestern University. Offering a variety of perspectives from Northwestern's internationally distinguished faculty, Kellogg on Integrated Marketing merges the two major streams of current marketing practice-mass branding and one-to-one relationship marketing -into a single integrated concept.

Led by editors Dawn Iacobucci and Bobby Calder, the contributors explore the theories of mass and one-to-one marketing as separate strategies before compounding them into a single, more powerful approach. They also discuss a variety of other topics in relation to the concept of integrated marketing, including:
* The importance of customer loyalty
* Customer/brand relationships and their implications
* Viral marketing and "buzz"
* Customer acquisition using mass media and direct marketing
* Customer profitability measurement
* Ideal information systems for marketers
* Scoring models for optimizing customer contacts

In addition to its focus on integrated marketing, the book offers an enlightening perspective on the ways marketing must-and will-adapt to changing consumer attitudes and culture. As you've come to expect from the gurus at Northwestern, this fascinating volume examines tough marketing questions and offers effective solutions to everyday problems. Packed with the very best in modern marketing theory and practice, Kellogg on Integrated Marketing is an invaluable resource for marketing executives, managers, consultants, and MBA students.

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Customer Reviews

In the main the book is well stuctured and the topics covered are well sequenced and thorough.
Brian Evans
As our organization develops its integrated marketing domain, we'll be using this book as a key resource.
sevw
Unfortunately, I found the authors' style very difficult to read and the chapter extremely long.
Mr. J. M. Ginebra Serrabou

Most Helpful Customer Reviews

Format: Hardcover
The last time I checked, Amazon and its online partner Borders sell more than 38,000 different books on the general subject of marketing. Presumably this number will continue to increase as organizations become more actively involved with marketing initiatives to create or increase demand for what they offer.

What we have here is one of the volumes which comprise a series produced by faculty members at the Kellogg School of Management at Northwestern University or on faculties elsewhere. It was edited by Dawn Iacobucci and Bobby Calder; Don E. Schultz provides the Foreword, "Evolving Marketing and Marketing Communications into the Twenty-First Century."

I feel obligated to suggest at the outset that none of the volumes in this series is an "easy read." On the contrary, each requires but will generously reward a careful consideration of its contents which, in this volume, are carefully organized within 14 chapters which range from "Overview of Kellogg on Integrated Marketing" (Iacobucci and Calder) to "Reflections on a Great Marketing Organization" (Stephen Burnett). Long ago, I concluded that if marketing's primary purpose is to create or increase demand for whatever is offered, and, that all marketing initiatives should be "integrated" in the sense that they are comprehensive, cohesive, and cost- effective. Moreover, that everyone within a given enterprise should be directly involved in (or at least supportive of) those initiatives.

Perhaps it would be helpful to those who read this brief commentary if I were to provide a representative selection of brief quotations which suggest the range and depth of issues addressed and insights shared.
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16 of 19 people found the following review helpful By Mr. J. M. Ginebra Serrabou on March 30, 2003
Format: Hardcover
What can I say... it is extremely difficult to write a negative review against two of the most important authorities in Marketing today. However, even the best people/institutions have huge "misses". And this book, believe me, is one of them.
Because of the quality of the institutions behind the book it is easy to take the quality of this book for granted. So it is for the same reason that I thought this book merits a detailed review and explain why a simple reader like me gives it no more than 2 stars (meaning that the book is not the worst out there, but it is not quite an "average" book either).
I believe that most of the problem lies on the Editors of the book. I can't imagine how difficult must be to put together people and views from two different institutions (Kellogg Business School and Medill School of Journalism) plus collaborators from other academic institutions and independent consulting companies. What is clear is that the Editors did not succeed in creating a cohesive book: in some cases it is because of the selection of topics/subjects discussed, in some cases because of the selection of the authors and their style, but most importantly because the book lacks a common solid philosophy. It feels more like a collection of disparate work than a book.

Most of the chapters feel repetitive and disconnected. They range from a generalist view of the world (typical from business schools), to detailed discussions of technical subjects (typical from industry practitioners). These two views are not balanced in each chapter (which could be a positive thing), but actually each chapter is one or the other, which creates a mixed feeling of peaks and valleys as you read the book.
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5 of 5 people found the following review helpful By sevw on December 30, 2002
Format: Hardcover
Kellogg on Integrated Marketing offers the depth you'd expect from Northwestern's faculty with the practicality you'd expect from people who have to practive what they preach. The book's reality-based content presents an overview of the current state of marketing practices, technologies and trends and then blends them into one integrated concept that takes you to a whole new level of possibilities.
Case studies offer the good and the bad, the "happy endings" and the challenges. Tables and figures offer practical examples and information on measurement, research and vision.
I think what I like most about the book is that it takes the best of current best practices, adds some new strategies and techniques and offers something truly practical, flexible and timely. I also appreciate the fact that it addresses the challenges of measurement head-on.
This isn't a fad book. It addresses current trends and issues like viral marketing, buzz, branding, customer loyalty, etc. but lets you know there's no one silver bullet. The book offers a very holistic, balanced approach to marketing that just might allow marketing professionals to stay on the cutting edge rather than just visit it once in a while.
The fact that numerous authors have contributed to the book also enhances its holistic appeal. You know you are getting a variety of perspectives, not just a salespitch. It is refreshing to read a marketing book that doesn't have self-marketing as its primary goal.
As our organization develops its integrated marketing domain, we'll be using this book as a key resource.
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