Journals Higher Education

$56.00

Paperback

10 November 2005

464 Pages | 1 halftones & 84 line illus.

ISBN: 9780199285563


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Bookseller Code (06)

The Art and Science of Marketing

Marketing for Marketing Managers

Grahame R. Dowling

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.

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