Home

About Us

Help

Jobs

News

Site Index

OUP Worldwide

My Account

My Wish List

View Basket

Email this to a Friend

Printer-Friendly View

Basket: 0 items | £0.00

The Art & Science of Marketing Marketing for Marketing Managers

View Larger

Resources

This book is available in Oxford Scholarship Online - view abstracts and keywords at book and chapter level.

Related Categories

Sales & Marketing Management

Sales & Marketing

Strategy

The Art & Science of Marketing

Marketing for Marketing Managers

Grahame Dowling

458 pages | numerous figures, tables & text boxes | 234x156mm

978-0-19-926961-7 | Hardback | 17 June 2004

Also available as: Paperback

Price: £100.00

This item is temporarily unavailable. Orders for unavailable items are supplied and charged as soon as the item becomes available.

Add to Wish List

Notify me when this product is available

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

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.

Readership: MBA students, students on professional marketing courses, graduate students in marketing, business, and management courses, and marketing managemers taking professional courses.

The specification in this catalogue, including without limitation price, format, extent, number of illustrations, and month of publication, was as accurate as possible at the time the catalogue was compiled. Occasionally, due to the nature of some contractual restrictions, we are unable to ship a specific product to a particular territory. Jacket images are provisional and liable to change before publication.

Subscribe to RSS feeds

The Art & Science of Marketing

Marketing for Marketing Managers

Share