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The art and science of marketing : marketing for marketing managers

Author: Grahame Robert Dowling
Publisher: Oxford : Oxford University Press, 2005
Edition/Format:   Print book : EnglishView all editions and formats
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Blending the art of marketing with the science of marketing, this book shows how to implement marketing effectively to create and capture the value of the offers they make to their target customers.  Read more...

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Document Type: Book
All Authors / Contributors: Grahame Robert Dowling
ISBN: 9780199269617 9780199285563 0199269610 019928556X
OCLC Number: 466447151
Notes: Originally published: 2004
Description: 441 s
Contents: 1. The Nature of Marketing Management; PART 1: FOUNDATIONS; 2. The Organization; 3. Industry & Markets; 4. Buyer Behavior; 5. Market Opportunities; PART 2: STRATEGY; 6. Market Segmentation & Targeting; 7. Positioning & Branding; PART 3: PROGRAMS; 8. Attaining Customers; 9. Capturing Customer Value; 10. Retaining Customers: Service Quality; 11. Retaining Customers: CRM; PART 4: ADMINISTRATION; 12. Planning & Control; 13. Working with Suppliers; Epilogue: The Learning Organization

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This book blends art and science to provide insight for marketing managers on how to implement marketing more effectively to creat and capture the value of the offers they make to their target Read more...

 
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