Kellogg On Integrated Marketing

Merging the two streams in current marketing practice, mass branding and one-to-one relationship marketing, this book offers an overview of the current status o... » 

Merging the two streams in current marketing practice, mass branding and one-to-one relationship marketing, this 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. «