Kellogg on Integrated MarketingAuthor :
Hardback
Published : Friday 29 November 2002
Description
Kellogg on Integrated Marketing merges the two streams in current marketing practice, mass branding and one-to-one relationship marketing, into a single concept. The book offers an overview of the current status of each approach, presents a vision for combining them, and gives advice for managers on dealing with specific marketing challenges.
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