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Title: Kellogg on Integrated Marketing by Dawn Iacobucci, Bobby Calder, Dawn Iacobucci, Bobby J. Calder ISBN: 0-471-20476-5 Publisher: Wiley Pub. Date: 15 August, 2002 Format: Hardcover Volumes: 1 List Price(USD): $29.95 |
Average Customer Rating: 4.2 (5 reviews)
Rating: 4
Summary: Support for the Entrepreneur
Comment: As an entrepreneur getting my business off of the ground over the last two years, I found this book extremely useful. I was searching for a book that would fulfill the role of a text book without being so forumulaic and simplistic. This provides that balance, with it's original case studies. I was also searching for a book on marketing that would apply to me, with my limited marketing resource budget. I had heard of the term "integrated" marketing before, but I was unsure about how it could be effective vs. simply advertising or doing a good PR campaign. I recommend it highly for entrepreneurs who must rely on small budgets, grass roots events, word of mouth and small marketing budgets.
Rating: 5
Summary: Tools I Can Use
Comment: Finally. In a world of one trend book after another, this book gives readers a solid foundation for understanding the latest developments in marketing. The authors provide a scholarly treatment of their subject matter, while not being densely academic and therefore difficult to follow. But although not academic, it is still a serious piece of work that makes you think. Today it is easy to find how to marketing books from practioners who want to apply rules based on experience without any thought to the discipline, human behavior, and deeper issues. Yet the book is loaded with original cases. In particular, the chapter on "viral marketing" provides grounded cases and a framework for applying solid word of mouth techniques. As a VP of a Sales Organization, this chapter gives me tools that I can apply to my sales organization without having to hope that a PR campaign has the expected impact.
Rating: 5
Summary: Good companies with innovative products
Comment: This book is well targeted to companies that are bringing innovative products to market and have to be smarter than your average bear in getting noticed and taken seriously.
This book has a good compendium of what "integrated marketing" is all about. For most of us, we can't afford expensive TV campaigns, and need to address our customers in diverse ways, and measuring along the way. For me, CPM and audiences and demographics make no sense, so I appreciated this books more pragmatic cases studies.
Particularly for high tech companies, if you need a good overview of what it takes to create communities, create "BUZZ", and get people excited about your product in a natural way; this book is the best out there (read Chapter 6). The internet is a new medium, but most marketing is still primitive (pop ups? anyone?). There are some good ideas here on how to go about it the right way.
As with any compilation of articles, there are different voices and styles; some are better than others. Skip the bad ones.
But it's still only going to cost less than 10 minutes of your average marketing consultant; so buy it.
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Title: Kellogg on Marketing by Dawn Iacobucci ISBN: 047135399X Publisher: Wiley Pub. Date: 15 January, 2000 List Price(USD): $29.95 |
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Title: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns by Don E. Schultz, Heidi Schultz, Don Schultz ISBN: 0071416625 Publisher: McGraw-Hill Companies Pub. Date: 26 September, 2003 List Price(USD): $39.95 |
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Title: How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman ISBN: 1578518261 Publisher: Harvard Business School Press Pub. Date: 21 February, 2003 List Price(USD): $29.95 |
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Title: Data Mining Techniques : For Marketing, Sales, and Customer Support by Michael J. A. Berry, Gordon Linoff ISBN: 0471179809 Publisher: Wiley Pub. Date: 27 May, 1997 List Price(USD): $60.00 |
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Title: The Rise of the Creative Class: And How It's Transforming Work, Leisure, Community and Everyday Life by Richard Florida ISBN: 0465024769 Publisher: Perseus Books Group Pub. Date: 30 April, 2002 List Price(USD): $27.50 |
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