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Genre/Form: | Electronic books |
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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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