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Art and Science of Marketing, The.

Author: Grahame R Dowling
Publisher: Cary : Oxford University Press, 2004.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
If your organization has customers, you need to understand marketing. And to achieve the best results from your marketing requires a subtle blend of art and science. It can also benefit from recommendations for practice rather than lists of options from which to choose.; The art of marketing comes from the doing of marketing - implementing programs to attain and retain customers, and seeing what actually works. This  Read more...
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Details

Genre/Form: Electronic books
Additional Physical Format: Print version:
Dowling, Grahame R.
Art and Science of Marketing, The: Marketing for Marketing Managers.
Cary : Oxford University Press, ©2004
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Grahame R Dowling
ISBN: 9780199269617 0199269610
OCLC Number: 1027198656
Description: 1 online resource (458 pages)

Abstract:

If your organization has customers, you need to understand marketing. And to achieve the best results from your marketing requires a subtle blend of art and science. It can also benefit from recommendations for practice rather than lists of options from which to choose.; The art of marketing comes from the doing of marketing - implementing programs to attain and retain customers, and seeing what actually works. This is the province of marketing managers, direct marketers, advertisers, and consultants. The examples of good and bad practice used throughout this book illustrate this approach. The.

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