Kellogg on Integrated Marketing
by Dawn Iacobucci, Bobby J. Calder
This volume offers expert perspectives on aligning marketing strategies across multiple channels for greater organizational impact.
About This Book
Kellogg on Integrated Marketing presents key concepts in marketing integration from leading academics.
The book explores how organizations can align marketing efforts across channels and disciplines.
Readers gain insight into strategic frameworks used by marketing professionals and scholars.
Content draws on research and case examples to illustrate integrated marketing principles.
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