509 pages : 23 cm
A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1
Includes bibliographical references and index

The IMC handbook : readings & cases in integrated marketing communications

J. Steven Kelly, Susan K. Jones, J. Stephen Kelly PhD, Richard A. Hagle

Kelly, J. Steven; Jones, Susan K

Urban Heritage Press

Racom Books

United States, United States of America

[Chicago], Illinois, 2012

2, PS, 2011

obscured text

Includes bibliographical references and index.

Acknowledgements -- About the case writer's workshop and the development of this book -- I. READINGS
Solving Marketing problems with an integrated process -- Don. E. Schultz
What is a brand (and why does it matter?) -- Derek Moore
Customer relationship management -- Robert Galka
Creative strategy in integrated marketing communications -- Susan K. Jones
An introduction to database marketing -- Arthur Middleton Hughes
Media planning: the business end of advertising -- Marian Azzaro
The economics of database marketing -- Robert Weinberg
Search engine optimization -- June Moore
Business-to-business marketing -- Victor L. Hunter, Sheila T. Zelenski and Jeff J. Kreutzer
Business-to-business lead generation -- Ruth P. Stevens
Consumer privacy : knowing your customers without really "knowing" them -- Jennifer Barrett
Multichannel marketing -- Debra Ellis
History matters : international direct marketing 30 years on -- Charles Prescott
Multicultural marketing in the U.S. -- Jaime Noriega
Contact and call centers -- Mitchell Lieber
Marketing upgrade : using web 2.0 to connect, build and sell -- Stephen R. Koenig and Neil Granitz
Mobile marketing and the mobile decade to come -- Mickey Alam Kahn
DRTV and integrated marketing -- Tim Hawthorne.
PART II. Cases
Allstate Insurance : building relationships through email campaigns -- Blodwen Tarter, Mary Caravella, and Debra Zahay
American Cancer Society Chicago Chapter May Walk and Roll Event Marketing Campaign -- J. Stephen Kelly, Frank K. Bryant, RayeCarol Cavender, Kate Stevenson, and Regine Vanheems
American Standard -- Manuel Pontes, William Thompson, and Frank Whitehouse
Amtrak : a communications planning challenge -- Marian Azzaro
Direct mail marketing at the Art Institute of Chicago -- Ralitza Nikolaeva, Eunsang Yoon, and Ella Carter
The Chicago Girl Scouts -- Greg Baleja, Thomas A. Tully, and Benjamin Weeks
Colwell Banker -- Virginia Beach -- Lisa D. Spiller and Carol Scovotti
Domino's pizza : growing sales with technology -- Matthew H. Sauber, David A. Marold, and Alicia Anderson
Häagen-Dazs© loves honey bees -- Blodwen Tarter and Jack Saunders
Hallmark gold crown card program : member relations challenges in a relationship industry -- Carla Johnson, Monle Lee, and Susan Seymour
ING direct cafés -- Stacy Neier, Blodwen Tarter, and Debra Zahay
J. Jill : transforming the customer experience -- J. Stephen Kelly, Francy Smith, and Regine Vanheems
Kiln Creek Gold Club and Resort : on par for an integrated marketing communications compaign to acquire new members -- Lisa D. Spiller and Carol Scovotti
Lane Bryant -- Eve Caudill Rapp and Louella Benson Garcia
Scratch-off summer games at Lettuce Entertain You in Chicago -- Jan Owens, Ralitza Nikolaeva, Neil Younkin, and Ella Carter
McDonald Garden Center -- Lisa D. Spiller and Carol Scovotti
Nona's Italian restaurant -- Lisa D. Spiller and Carol Scovotti
Peninsula Society for the Prevention of Cruelty to Animals (PRSPCA) -- Lisa D. Spiller and Carol Scovotti
Primetime Developmental Playthings, Inc. -- Harlan Spotts and Greg Baleja
The Red Bell -- Dirk Baldwin and Harlan Spotts
Saint Laurie Merchant Tailors -- Tanya Bender Henderson, Susan K. Jones, Gary Kaskowitz, and Betty Parker
Powered by SRAM -- David Aron and William Keep
Home equity loans in Texas : the Wells Fargo experience -- Mary Alice Shaver and Carol Ann Hackley-- Index.

A comprehensive survey of the fast-growing field of Integrated Marketing Communications, the new discipline that merges the fields of advertising, marketing, direct marketing, and marketing communications. All of the readings and cases in this new edition have been totally updated. One-third of them are new to this edition.

2023-06-28