Kellogg on Integrated Marketing

by Dawn Iacobucci (Editor), Bobby J . Calder (Editor)

• New

  Hardcover
  2002

  $50.52

  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.