About

Readings and Cases in Integrated Marketing Communications

I. Readings

1. Solving Marketing Problems with an Integrated
   Don E. Schultz, Northwestern University Inc.;
   Author of Integrated Marketing Communications
    
2. 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
    
3. Creative Strategy in Integrated Marketing Communications
   Susan K. Jones,  Ferris State University and Group, LLC;
   Author, Creative Strategy in Direct Marketing
    
4. 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
    
5. Integrating Telemarketing into Your IMC
   Mitch Lieber,  President, Lieber & Associates
    
6. Integrating the Internet into a Marketing Marketing Best Practices
   Todd Crisman,
   Director of Digital Strategy, Krasselt Douglas Rozen,
   Group Director— J. Walter Thompson
    
7. Media Planning: The Business End of the Business
   Marian Azzaro,  Roosevelt University
    
8. The Economics of Direct Marketing
   Robert Weinberg, RW Consulting
    
9. Business-to-Business Marketing
   Victor L. Hunter, Hunter Business Group,
   Anne Quimby Mathias, Hunter Business
    
10. Consumer Privacy: Knowing Your Customers Really “Knowing” Them
    Jennifer Barrett, Chief Privacy Officer, Acxiom
     
11. 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)

1. Access Direct
2. American Red Cross
3. American Standard
4. Amtrak
5. Associates
6. CCH
7. Chicago Girl Scouts
8. Children’s Hospital
9. Dartnell
10. Hallmark
11. Lane Bryant
12. LRC
13. PDP
14. Q-Tech
15. Quill
16. Randall Walker (Signature)
17. Red Bell
18. Reliable
19. Sears
20. ShopLink
21. SRAM
22. State Farm
23. Wells Fargo
24. WTTW
25. YesMail