The Art and Science of Marketing: Marketing for Marketing Managers

by Grahame R. Dowling

Book Overview

If your organization has customers, you need to understand marketing. 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,...

• Format: Paperback
• Language: English
• ISBN: 019928556X
• ISBN13: 9780199285563
• Release Date: November 2005
• Publisher: Oxford University Press
• Length: 464 Pages
• Weight: 1.52 lbs.
• Dimensions: 1.0" x 6.3" x 9.2"