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The Art and Science of Marketing By Edited by Grahame R. Dowling

The Art and Science of Marketing
by Edited by Grahame R. Dowling

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Blending the art of marketing with the science of marketing, this book shows how to implement marketing effectively to create and capture the value of the offers they make to their target customers. It also questions the usefulness of some marketing fads, and is useful for professional students of marketing, as well as marketing professionals.
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The Art and Science of Marketing Summary


The Art and Science of Marketing: Marketing for Marketing Managers by Edited by Grahame R. Dowling

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 science of marketing comes from research - about markets, customers, competitors, and how effectively various types of marketing programs work. This is the province of academics and market researchers. The science of marketing provides the foundations for good marketing practice. Sometimes this science is ignored in the rush to embrace new ideas and technologies. For example, the long scientific history of the adoption and diffusion of innovations says that the Internet will take a long time to fundamentally change the way large numbers of customers buy their products and services. If more managers and investors had understood this, then many dot.coms would not have become dot.bombs. This book blends art and science 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.

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The Art and Science of Marketing Reviews


This book blends art and science to provide insight for marketing managers on how to implement marketing more effectively to creat and capture the value of the offers they make to their target customers. * Abstracts of Public Administration, Development, and the Environment *

About Edited by Grahame R. Dowling


Grahame Dowling is a Professor of Marketing at the Australian Graduate School of Management. His work has been published in the discipline's most respected academic and applied journals, such as the Journal of Marketing, California Management Review, and Sloan Management Review. The material in Chapter 11 was recognised as being one of the top 50 articles published in 400 world-wide management journals in 2002. His previous book is Creating Corporate Reputations (OUP, 2001).

Table of Contents


1. The Nature of Marketing Management ; PART 1: FOUNDATIONS ; 2. The Organization ; 3. Industry & Markets ; 4. Buyer Behavior ; 5. Market Opportunities ; PART 2: STRATEGY ; 6. Market Segmentation & Targeting ; 7. Positioning & Branding ; PART 3: PROGRAMS ; 8. Attaining Customers ; 9. Capturing Customer Value ; 10. Retaining Customers: Service Quality ; 11. Retaining Customers: CRM ; PART 4: ADMINISTRATION ; 12. Planning & Control ; 13. Working with Suppliers ; Epilogue: The Learning Organization

Additional information

GOR005324515
The Art and Science of Marketing: Marketing for Marketing Managers by Edited by Grahame R. Dowling
Edited by Grahame R. Dowling
Used - Very Good
Paperback
Oxford University Press
2005-09-15
464
019928556X
9780199285563
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.