The Art and Science of Marketing
Download or Read eBook The Art and Science of Marketing PDF written by Grahame Robert Dowling and published by Oxford University Press, USA. This book was released on 2004 with total page 476 pages. Available in PDF, EPUB and Kindle.
Author | : Grahame Robert Dowling |
Publisher | : Oxford University Press, USA |
Total Pages | : 476 |
Release | : 2004 |
ISBN-10 | : 0199269610 |
ISBN-13 | : 9780199269617 |
Rating | : 4/5 (10 Downloads) |
Book Synopsis The Art and Science of Marketing by : Grahame Robert Dowling
Book excerpt: The book blends the art of marketing (implementing programs to attain and retain customers) with the science of marketing (what we know from research about markets, customer behavior, etc.) to provide insight for marketing managers about how to implement marketing more effectively to both create and capture the value of the offers they make to their target customers. In the process, it questions the usefulness of some of the more recent marketing fads. Clearly written and presented the book is ideal for advanced and professional students of marketing as well as marketing professionals.