Marketing experts Iacobucci and Calder are giving managers a better way to think about database marketing. This book takes the usual quantitative database concepts and integrates them with qualitative special-relationship marketing concepts, thus broadening the book’s appeal and giving managers information they can really use to strengthen customer relationships and increase sales. The book merges the two streams in current marketing practice – mass branding and one-to-one relationship marketing – into a single integrated concept. The book opens with an overview of each approach and a vision of how to combine them into a more powerful, integrated approach. The second part of the book recommends ways that managers should respond to specific marketing challenges. Part 3 takes a look at Multiplex Marketing, the future of database marketing. Topics include: creating brands; finding relationship subsegments; measuring customer profitability; dynamic pricing; building integrated channels; acquiring customers; communicating with customers; integrating customer service; optimizing customer contacts; rewarding loyalty; and mining data for cross-selling.
Book Details:
- Author: Dawn Iacobucci
- ISBN: 9780470305676
- Year Published: 2003
- Pages: 314
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
Marketing experts Iacobucci and Calder are giving managers a better way to think about database marketing. This book takes the usual quantitative database concepts and integrates them with qualitative special-relationship marketing concepts, thus broadening the book’s appeal and giving managers information they can really use to strengthen customer relationships and increase sales. The book merges the two streams in current marketing practice – mass branding and one-to-one relationship marketing – into a single integrated concept. The book opens with an overview of each approach and a vision of how to combine them into a more powerful, integrated approach. The second part of the book recommends ways that managers should respond to specific marketing challenges. Part 3 takes a look at Multiplex Marketing, the future of database marketing. Topics include: creating brands; finding relationship subsegments; measuring customer profitability; dynamic pricing; building integrated channels; acquiring customers; communicating with customers; integrating customer service; optimizing customer contacts; rewarding loyalty; and mining data for cross-selling.
Kellogg continues to top the rankings of the best business schools for marketing. It is home to a highly regarded marketing faculty. Wiley benefits from this relationship both in book sales and in association with this prestigious institution. Kellogg on Marketing is selling well (more than 12,000 copies in less than six months) and this second book extends the Kellogg on& series. It takes two fairly standard marketing practices and integrates them to better help marketing managers achieve their goals.
Top-notch marketing advice from the renowned Kellogg Graduate School of Management. * Contributors in this volume are extremely knowledgeable and well-regarded.
About the Author
DAWN IACOBUCCI is the Coca-Cola Distinguished Professor of Marketing and Head of the Marketing Department at the University of Arizona in Tucson. She was previously professor of marketing at the Kellogg School of Management, Northwestern University. She also served as editor of and contributor to Kellogg on Marketing (Wiley). BOBBY CALDER is the Charles H. Kellstadt Distinguished Professor of Marketing and Professor of Psychology at the Kellogg School of Management, Northwestern University. He is Director of Research for the Media Management Center at Northwestern and Codirector of the media MBA program at Kellogg.