5 new readings and 10 new cases in this edition.

• 18 Readings by leaders in Integrated Marketing Communications
• 23 Cases: B2B and B2C
• Instructor's Manual 
(450 pages) free with class adoption!
• Web Site

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 Marketing Officer, EthnoGraphic Media, Oklahoma City

3. Customer Relationship Management

Robert Galka, DePaul University

4. Creative Strategy in Integrated Marketing Communications

Susan K. Jones, Professor of Marketing, Ferris State University and Principal, Susan K. Jones & Associates

5. An Introduction to Database Marketing

Arthur Middleton Hughes, Director, Subscriber Acquisition Strategy, E-Dialog.com and Vice President, The Database Marketing Institute, Ltd.

6. Media Planning: The Business End of Advertising

Marian Azzaro, Roosevelt University

7. The Economics of Database Marketing

Robert Weinberg, RW Consulting

8. Search Engine Optimization

James Moore, DePaul University

9. Business-to-Business Marketing

Victor L. Hunter, Sheila T. Zelenski and Jeff J. Kreutzer, Hunter Business Group, LLC

10. Business-to-Business 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. History Matters: International Direct Marketing 30 Years On

Charles Prescott, The Prescott Report

14. Multicultural Marketing in the U.S.

Jaime Noriega, DePaul University

15. Contact and Call Centers

Mitchell Lieber, Lieber & Associates

16. Marketing Upgrade: Using Web 2.0 to Connect, Build, and Sell

Stephen K. Koernig, DePaul University and Neil Granitz, California State University, Fullerton

17. Mobile Marketing and the Mobile Decade to Come

Mickey Alam Kahn, Mobile Marketer

18. DRTV and Integrated Marketing

Tim Hawthorne, Hawthorne Direct

II. CASES

1. Allstate Insurance: Building Relationships through Email Campaigns

Blodwen Tarter, Golden Gate University

Mary Caravella, University of Connecticut
Debra Zahay, Northern Illinois University

2. American Cancer Society Chicago Chapter May Walk and Roll Event Marketing Campaign

J. Steven Kelly, DePaul University

Frank K. Bryant, Cal Poly Pomona
RayeCarol Cavender, Virginia Tech

Kate Stevenson, DePaul University
Régine Vanheems, Université of Paris I—Sorbonne

3. American Standard

Manual Pontes, Rowan University

William Thompson, University of Louisville

Frank Whitehouse, Lynchburg College

4. Amtrak: A Communications Planning Challenge

Marian Azzaro, Roosevelt University

5. Direct Mail Marketing at the Art Institute of Chicago

Ralitza Nikolaeva, ISCTE Business School
Eunsang Yoon, University of Massachusetts Lowell

Ella Carter, Howard University

6. The Chicago Girl Scouts

Greg Baleja, Alma College

Thomas A. Tully, University of Dubuque

Benjamin Weeks, St. Xavier University

7. Coldwell Banker—Virginia Beach

Lisa D. Spiller, Christopher Newport University

Carol Scovotti, University of Wisconsin-Whitewater

8. Domino’s Pizza: Growing Sales With Technology

Matthew H. Sauber, Eastern Michigan University

David A. Marold, Eastern Michigan University

Alicia Anderson, Eastern Michigan University

9. Häagen-Dazs® Loves Honey Bees

Blodwen Tarter, Golden Gate University

Jack Saunders, Golden Gate University

10. 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

11. ING Direct Cafés

Stacy Neier, Loyola University

Blodwen Tarter, Golden Gate University

Debra Zahay, Northern Illinois University

12. J. Jill: Transforming the Customer Experience

J. Steven Kelly, DePaul University

Francey Smith, DePaul University

Régine Vanheems, Université of Paris I—Sorbonne

13. Kiln Creek Golf Club & Resort: On Par for an Integrated Marketing Communications Campaign to Acquire New Members

Lisa D. Spiller, Christopher Newport University

Carol Scovotti, University of Wisconsin-Whitewater

14. Lane Bryant

Eve Caudill Rapp, Winona State University

Louella Benson Garcia, Pepperdine University

15. Scratch-off Summer Games at Lettuce Entertain You in Chicago

Jan Owens, Carthage College

Ralitza Nikolaeva, ISCTE Business School

Neil Younkin, Saint Xavier University

Ella Carter, Bowie State University

16. McDonald Garden Center

Lisa D. Spiller, Christopher Newport University

Carol Scovotti, University of Wisconsin-Whitewater

17. Nonna’s Italian Restaurant

Lisa D. Spiller, Christopher Newport University

Carol Scovotti, University of Wisconsin-Whitewater

18. Peninsula Society for the Prevention of Cruelty to Animals (PSPCA)

Lisa D. Spiller, Christopher Newport University

Carol Scovotti, University of Wisconsin-Whitewater

19. Primetime Developmental Playthings, Inc.

Harlan Spotts, Western New England College

Greg Baleja, Alma College

20. The Red Bel

Dirk Baldwin, University of Wisconsin—Parkside

Harlan Spotts, Western New England College

21. Saint Laurie Merchant Tailors

Tanya Bender Henderson, Howard University

Susan K. Jones, Ferris State University

Gary Kaskowitz, Moravian College

Betty Parker, Western Michigan University

22. Powered By SRAM

David Aron, Dominican University

William Keep, Quinnipiac University

23. Home Equity Loans in Texas: The Wells Fargo Experience

Mary Alice Shaver, Michigan State University

Carol Ann Hackley, University of the Pacific