CONTENTS

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
   Regine 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