The Art and Science of Marketing: Marketing for Marketing Managers
Author:   Grahame Dowling (Professor of Marketing, Australian Graduate School of Marketing)
Publisher:   Oxford University Press
ISBN:  

9780199285563


Pages:   464
Publication Date:   15 September 2005
Format:   Paperback
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

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The Art and Science of Marketing: Marketing for Marketing Managers


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Author:   Grahame Dowling (Professor of Marketing, Australian Graduate School of Marketing)
Publisher:   Oxford University Press
Imprint:   Oxford University Press
Dimensions:   Width: 15.70cm , Height: 2.60cm , Length: 23.30cm
Weight:   0.702kg
ISBN:  

9780199285563


ISBN 10:   019928556
Pages:   464
Publication Date:   15 September 2005
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

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

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


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


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<br>


Author Information

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).

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