The Art and Science of Marketing

Marketing for Marketing Managers

Grahame Dowling

442 pages, parution le 27/09/2005

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Résumé

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.

L'auteur - Grahame Dowling

Grahame Dowling, Professor of Marketing, Australian Graduate School of Marketing

Sommaire

The Nature of Marketing Management
Part 1: Foundations
- The Organization
- Industry & Markets
- Buyer Behavior
- Market Opportunities
Part 2: Strategy
- Market Segmentation & Targeting
- Positioning & Branding
Part 3: Programs
- Attaining Customers
- Capturing Customer Value
- Retaining Customers: Service Quality
- Retaining Customers: CRM
Part 4: Administration
- Planning & Control
- Working with Suppliers
- Epilogue: The Learning Organization

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Oxford University Press
Auteur(s)	Grahame Dowling
Parution	27/09/2005
Nb. de pages	442
Format	15,5 x 23,5
Couverture	Broché
Poids	700g
Intérieur	Noir et Blanc
EAN13	9780199285563
ISBN13	978-0-19-928556-3