About

The IMC Handbook

I. Readings

1. Solving Marketing Problems with an Integrated Process
   Don E.Schultz, Northwestern University and Agora,Inc.
    
2. What is a Brand (And Why Does it Matter?)
   Derek Moore, Chief Creative Officer, The Marketing Store/Chicago,
   with Tony Sterbenc
    
3. Customer Relationship Management
   Robert Galka, DePaul University
    
4. Creative Strategy in Integrated Marketing Communications
   Susan K. Jones, Professor of Marketing at Ferris State University and
   Consultant, The Callahan Group, LLC
    
5. An Introduction to Database Marketing 
   Arthur Middleton Hughes
    
6. Media Planning: The Business End ofAdvertising
   Marion Azzaro, Roosevelt University
    
7. The Economics of Direct Marketing
   Robert Weinberg, RW Consulting
    
8. Search Engine Optimization
   James Moore, DePaul University
    
9. Business-to-Business Marketing
   Victor L. Hunter, Hunter Business Group, LLC
   Sheila T. Zelenski, Hunter Business Group, LLC
   Jeff J. Kreutzer, Hunter Business Group, LLC
    
10. B-to-B Lead Generation
    Ruth P .Stevens, eMarketing Strategy
     
11. Consumer Privacy: Knowing Your Customers
    Without Really “Knowing” Them
    Jennifer Barrett, Global Privacy Officer, Acxiom Corporation
     
12. Multichannel Marketing
    Debra Ellis ,Wilson & Ellis Consulting
     
13. The International Forces of Accountability in Marketing
    Peter J.Rosenwald, Consult Partners
     
14. Multicultural Marketing: Making the Most ofa Diverse
    and Affluent U.S. Marketplace
    Susan K. Jones, Ferris State University and Susan K. Jones & Associates
     
15. Integrating the Internet into a Marketing Mix:
    Online Marketing Best Practices
    Todd Crisman, Element 79 Parnters
    Douglas Rozen, Carlson Marketing
     
16. Interactive Marketing 101: Getting Started
    Brad Berens, Chief Content Officer and Editor at Large, ad:tech and iMedia Communications, North America
     

II. Cases

1. American Red Cross of Greater Chicago
   Susan K.Jones, Ferris State University
    
2. American Standard
   Manual Pontes, Rowan University
   William Thompson, University of Louisville
   Frank Whitehouse, Lynchburg College
    
3. Amtrak: A Communications Planning Challenge
   Marian Azzaro, Roosevelt University
    
4. CCH Incorporated
   Carla Johnson, St. Mary’s College
   Tony Hughes, Letterperfect
    
5. The Chicago Girl Scouts
   Greg Baleja, Alma College
   Thomas A. Tully, University of Dubuque
   Benjamin Weeks, St. Xavier University
    
6. ChildrensMemorial.org
   Carla Johnson, St.Mary’s College
   Eve Caudill ,Illinois Institute of Technology
    
7. Coldwell Banker—Virginia Beach
   Carol Scovotti, University of Wisconsin-Whitewater
   Lisa D. Spiller, Christopher Newport University
    
8. Hallmark Gold Crown Card Program: Member Relations Challenges in a Relationship Industry Carla Johnson,St. Mary’s College
   Monle Lee, Indiana University—South Bend
   Susan Seymour, Webster University
    
9. The Home Depot
   Régine Vanheems, Université of Paris I—Sorbonne
   Francis R. Whitehouse Jr., Lynchburg College
    
10. J.Jill: Transforming the Customer Experience
    J. Steven Kelly, DePaul University
    Francey Smith, DePaul University
    Régine Vanheems, Université of Paris I—Sorbonne
     
11. Lane Bryant
    Eve Caudill, Illinois Institute of Technology
    Louella Benson Garcia, Pepperdine University
     
12. McDonald Garden Center
    Carol Scovotti, University of Wisconsin-Whitewater
    Lisa D. Spiller, Christopher Newport University
     
13. Menu Foods:A Deadly Communications Dilemma
    Martin T. Topol, Ph.D., Pace University
    Karen A. Berger, Ph.D., Pace University
     
14. Primetime Developmental Playthings,Inc.
    Harlan Spotts, Western New England College
    Greg Baleja, Alma College
     
15. Quill Corporation
    Thomas A. Tully, University ofDubuque
    Ben Weeks, St. Xavier University
    J. Steven Kelly, DePaul University
     
16. DRTV at Randall Walker Insurance Company Surety, Inc.
    Donald W. Echrich, Ithaca College
    Sarah Wortman
     
17. Red Bell
    Dirk Baldwin, University of Wisconsin—Parkside
    Harlan Spotts, Western New England College
     
18. Reliable Corporation
    John Wagle, Northern Illinois University
    Debra Zahay, University ofIllinois
     
19. Saint Laurie Merchant Tailors
    Tanya Bender Henderson, Howard University
    Susan K. Jones, Ferris State University
    Gary Kaskowitz, Moravian College
    Betty Parker, Western Michigan University
     
20. Spiegel Catalog: The Direct Marketer’s Rebound to Success as a Multichannel Retailer
    Valerie L. Vaccarro, Kean University
     
21. Powered By SRAM
    David Aron, DePaul University
    William Keep, Quinnipiac University
     
22. Creating an Agent/Client Dialogue: State Farm Salutes LIFE’s Heroes
    Carla Johnson, St.Mary’s College
    Don Eckrich, Ithaca College
    Monle Lee, Indiana University—South Bend
     
23. Visa USA: Debit Cards Services
    Sharmila C.Chatterjee, MIT,Sloan School ofManagement
    Blodwen Tarter,Golden Gate University
     
24. Home Equity Loans in Texas: The Wells Fargo Experience
    Mary Alice Shaver, Michigan State University
    Carol Ann Hackley, University of the Pacific
     
25. Fundraising at WTTW: Renewing Pledge-Acquired Members
    Carla Johnson, St.Mary’s College
    Jon A. Shidler, Southern Illinois University
     
26. YesMail
    Sharmila C. Chatterjee, MIT, Sloan School of Management
    Nina Diamond, DePaul University