6 new readings and 12 new cases in this edition.

• 18 Readings by the Leaders in IMC
• 19 Cases: B2B, B2C, Non-Profits
• 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 From 1981 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. Social Media Marketing: Building, Nurturing and Sustaining Relationships
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. Amtrak: A Communications Planning Challenge

Marian Azzaro, Roosevelt University

4. Busch Gardens®: Planning for a Wild Direct & Interactive Marketing Ride
Lisa D. Spiller, Christopher Newport University

5. Domino’s Pizza: Growing Sales With Technology

Matthew H. Sauber, Eastern Michigan University

David A. Marold, Eastern Michigan University

Alicia Anderson, Eastern Michigan University

6.ECB.com: Customer Profiling and Segmentation

Debra Zahay, Northern Illinois University
Blodwen Tarter, Golden Gate University


7. GreenolaStyle: Brand on a Mission
Drai Hassert
Stacy Neier, Loyola University

8. Häagen-Dazs® Loves Honey Bees

Blodwen Tarter, Golden Gate University

Jack Saunders, Golden Gate University

9. Hi-Ho Silver: Using Metrics to Drive Integrated marketing Communications Decisions
Lisa D. Spiller, Christopher Newport University

10. 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

11.McDonald Garden Center
Lisa D. Spiller, Christopher Newport University

Carol Scovotti, University of Wisconsin-Whitewater

12. NueMedia, LLC: Redefining Business Media for Customer-Centric Marketing
Carol Scovotti, University of Wisconsin-Whitewater

13. Peninsula SPCA

Lisa D. Spiller, Christopher Newport University

Carol Scovotti, University of Wisconsin-Whitewater

14. Primetime Developmental Playthings, Inc.

Harlan Spotts, Western New England College

Greg Baleja, Alma College

15. The San Francisco Symphony Turns One Hundred: Marketing a Cultural Centennial
Blodwen Tarter, Golden Gate University

16. Star Island: The Paradox of Management
Jan Owens, Carthage College

17. TurboTax® Tries Direct Response Television . . . Again
Blodwen Tarter, Golden Gate University

18. VIPER: SmartStart—From Curiosity to Conversation: How VIPER SmartStart Leverages Mobile Technology to Generate New Customers
David A. Marold, Eastern Michigan University

Lisa D. Spiller, Christopher Newport University


 19. Zappos: Ensuring a Good Fit—Fortifying Customer Service and the User Experience at Zappos
Deborah Cowels, Virginia Commonwealth University
Jan Owens, Carthage College
Kristen L. Walker, California State University Northridge