Journals Higher Education
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£51.00

Paperback

Published: 15 September 2005

464 Pages | Numerous tables and line drawings

234x156mm

ISBN: 9780199285563


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Bookseller Code (AE)

The Art and Science of Marketing

Marketing for Marketing Managers

Edited by Grahame Dowling

  • Views marketing as both an art, learnt through practice, and a science, studied through research
  • Provides an integrated approach to build a marketing plan
  • Focuses on creating and capturing customer value
  • Critical review of some of the newer marketing fads
  • Uses case studies and examples from such firms as Dell and Benetton
  • Author has extensive experience of MBA and Executive teaching

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