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National Mail Order Association

 Readings and Cases in Integrated Marketing Communications 

 

by J. Steven Kelly and Susan K. Jones

The ideal resource for every course on integrated marketing communications

12 Readings by leaders in IMC

25 Cases:
B2B
B2C

Instructor's Manual
(400+pages) free with class adoption!

Web Site
About Readings and Cases in Integrated Marketing Communications

I. Readings
Solving Marketing Problems with an Integrated
Don E. Schultz, Northwestern University Inc.;
Author of Integrated Marketing Communications

CRM: What It’s Really All About
Melinda Nykamp,
Vice President of Professional Services,Customer Strategy Integration at Fair, Company, Incorporated;
Author of The Customer Differential: The Complete Guide to Implementing Relationship Management

Creative Strategy in Integrated Marketing Communications
Susan K. Jones, Ferris State University and Group, LLC;
Author, Creative Strategy in Direct Marketing

Database Marketing: Where We Were, Where Where We’re Going
David Shepard, President, David Shepard Inc.;
Author, The New Direct Marketing: How Implement a Profit-Driven Database Marketing Strategy

Integrating Telemarketing into Your IMC
Mitch Lieber, President, Lieber & Associates

Integrating the Internet into a Marketing Marketing Best Practices
Todd Crisman,
Director of Digital Strategy, Krasselt Douglas Rozen,
Group Director— J. Walter Thompson

Media Planning: The Business End of the Business
Marian Azzaro, Roosevelt University

The Economics of Direct Marketing
Robert Weinberg, RW Consulting

Business-to-Business Marketing
Victor L. Hunter, Hunter Business Group,
Anne Quimby Mathias, Hunter Business

Consumer Privacy: Knowing Your Customers Really “Knowing” Them
Jennifer Barrett, Chief Privacy Officer, Acxiom

Testing and Measurements
Goutam Chakraborty, Department of Oklahoma State University; co-author (with Martin Baier and Kurt Ruf), Contemporary Marketing: Concepts and Applications

II. Cases (Working Titles)
Access Direct
American Red Cross
American Standard
Amtrak
Associates
CCH
Chicago Girl Scouts
Children’s Hospital
Dartnell
Hallmark
Lane Bryant
LRC
PDP
Q-Tech
Quill
Randall Walker (Signature)
Red Bell
Reliable
Sears
ShopLink
SRAM
State Farm
Wells Fargo
WTTW
YesMai

About the authors of Readings and Cases in Integrated Marketing Communications

J. Steven Kelly
DePaul University

Susan K. Jones is a Professor of Marketing at Ferris State University in Big Rapids, Michigan and a partner in the Callaghan Group, LLC in Rosemont, Illinois. She is author of Creative Strategy in Direct Marketing and co-author of Selling by Mail and was named the Charles S. Downs Direct Marketer of the Year for 2002 by the Chicago Association of Direct Marketing.

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Ordering inside the USA
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Click here to order Readings and Cases in Integrated Marketing Communications for only $49.95 plus $7 shipping!

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