Kellogg on Integrated Marketing

Book Overview

"Kellogg on Integrated Marketing" verbindet zwei aktuelle Strömungen der Marketing Praxis miteinander: Marketing von Massenmarken und One-to-One Relationship Marketing.

Das Buch gibt im ersten Teil einen Überblick über die beiden Ansätze und beschreibt, wie man sie zu einer stärkeren, integrierten und innovativen Marketingmethode kombiniert.

Der zweite Teil vermittelt Tipps und Ratschläge, wie Manager auf spezifische Marketingprobleme reagieren sollten.

Der dritte Teil beschäftigt sich mit Multiplex Marketing, der Zukunft des Datenbankmarketing.

Diskutiert werden u.a. folgende Themenschwerpunkte: Entwickeln von Marken, Ermitteln der Kundenrentabilität, dynamische Preisgestaltung, Kundenakquisition, Kundenkommunikation, Integrieren des Customer Service, Optimieren von Kundenkontakten, Belohnen von Kundentreue und Data Mining für Cross Selling.

Die Kellogg Graduate School of Management gehört international zu den renommiertesten Business Schools für Marketing. Hier geben angesehene Spitzenvertreter dieser Schule erstklassige Marketing-Tipps und -Ratschläge.

"Kellogg on Integrated Marketing" baut auf dem Vorgängerband "Kellogg on Marketing auf und bietet einen innovativen Ansatz für die erfolgreiche Lösung aktueller Marketingprobleme.

• Format: Hardcover
• Language: English
• ISBN: 0471204765
• ISBN13: 9780471204763
• Release Date: November 2002
• Publisher: Wiley
• Length: 336 Pages
• Weight: 3.90 lbs.
• Dimensions: 1.2" x 6.1" x 9.6"

Customer Reviews

Kellog on Integrated Marketing - very enlightening

As an MBA student I found this book to be excellent reference material and although not all of the contributors are of the same excellent standards, overall there are enough excellent contributions from various academics to make this a very good book indeed. In the main the book is well stuctured and the topics covered are well sequenced and thorough. The language used is very easy to understand and for a marketing novice like me there were no learning obstacles due to language or assumed levles of knowledge.

Tools I Can Use

Finally. In a world of one trend book after another, this book gives readers a solid foundation for understanding the latest developments in marketing. The authors provide a scholarly treatment of their subject matter, while not being densely academic and therefore difficult to follow. But although not academic, it is still a serious piece of work that makes you think. Today it is easy to find how to marketing books from practioners who want to apply rules based on experience without any thought to the discipline, human behavior, and deeper issues. Yet the book is loaded with original cases. In particular, the chapter on "viral marketing" provides grounded cases and a framework for applying solid word of mouth techniques. As a VP of a Sales Organization, this chapter gives me tools that I can apply to my sales organization without having to hope that a PR campaign has the expected impact.

Good companies with innovative products

This book is well targeted to companies that are bringing innovative products to market and have to be smarter than your average bear in getting noticed and taken seriously.This book has a good compendium of what "integrated marketing" is all about. For most of us, we can't afford expensive TV campaigns, and need to address our customers in diverse ways, and measuring along the way. For me, CPM and audiences and demographics make no sense, so I appreciated this books more pragmatic cases studies.Particularly for high tech companies, if you need a good overview of what it takes to create communities, create "BUZZ", and get people excited about your product in a natural way; this book is the best out there (read Chapter 6). The internet is a new medium, but most marketing is still primitive (pop ups? anyone?). There are some good ideas here on how to go about it the right way.As with any compilation of articles, there are different voices and styles; some are better than others. Skip the bad ones.But it's still only going to cost less than 10 minutes of your average marketing consultant; so buy it.

Water Wings for the Deep End

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.