Ciência-IUL
Publicações
Descrição Detalhada da Publicação
Título Revista
International Journal of Integrated Marketing Communications
Ano (publicação definitiva)
2009
Língua
Inglês
País
Estados Unidos da América
Mais Informação
--
Web of Science®
Esta publicação não está indexada na Web of Science®
Scopus
Esta publicação não está indexada na Scopus
Google Scholar
Esta publicação não está indexada no Google Scholar
Abstract/Resumo
The article discusses the effort of Terry Kane to overhaul the direct marketing campaign initiatives of the Art Institute of Chicago as the senior associate director of membership acquisition at the Institute's Department of Development. It says that her motivation for this overhaul was to maximize its profitability through increases of revenue from membership. It discusses the kind of measures that would help her to start successfully in tracking this profitability and how these could help the Institute to develop sustainable advantage over competing attractions in the Chicago area in Illinois. An overview of the Silk Road Campaign of the Institute in June 2006 is also provided.
Agradecimentos/Acknowledgements
--
Palavras-chave