The art and science of marketing : marketing for marketing managers /

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.

Πρώτος συγγραφέας: Dowling, Grahame R.
Μορφή: Βιβλίο
Γλώσσα: English
Άλλες Λεπτομέρειες Έκδοσης: Oxford, England :, Oxford University Press,, 2004
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100 1 |a Dowling, Grahame R.  |q (Grahame Robert)  |9 76687 
245 1 4 |a The art and science of marketing :  |b marketing for marketing managers /  |c Grahame R. Dowling 
260 |a Oxford, England :  |b Oxford University Press,  |c 2004 
300 |a xv, 441 p. :  |b ill. ;  |c 24 cm 
504 |a Includes bibliographical references and index 
505 0 |a 1. The nature of marketing management -- 2. The organization -- 3. Industry and markets analysis -- 4. Analysing buyer behavior -- 5. Market opportunities : finding and filling them -- 6. Market segmentation and targeting -- 7. Positioning and branding -- 8. Attaining customers : creating, communicating, and delivering customer value -- 9. Capturing customer value : pricing and selling -- 10. Retaining customers : customer value, satisfaction, and service quality -- 11. Retaining customers : customer relationship management -- 12. Planning and control -- 13. Working with external service providers. 
520 |a 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. 
650 0 |a Marketing  |9 864 
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