Kellogg on Integrated Marketing
by Dawn Iacobucci, Bobby J. Calder
Explores how organizations can coordinate marketing efforts across channels using proven frameworks from Kellogg faculty.
About This Book
Kellogg on Integrated Marketing presents core principles for aligning marketing activities across channels.
The book draws on research and frameworks developed at the Kellogg School of Management.
Readers will find guidance on coordinating messaging, media, and customer experiences.
Content focuses on strategic integration rather than specific campaigns or case studies.
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