The Art and Science of Marketing

The Art and Science of Marketing

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The book blends the art of marketing (implementing programs to attain and retain customers) with the science of marketing (what we know from research about markets, customer behaviour, et cetera) 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. Clearly written and presented the book is ideal for advanced and professional students of marketing, as well as marketing professionals.* 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 Contents:1 The Nature of Marketing ManagementPart 1: Foundations2 The Organization3 Industry and Markets4 Buyer Behavior5 Market OpportunitiesPart 2: Strategy6 Market Segmentation and Targeting7 Positioning and BrandingPart 3: Programs8 Attaining Customers9 Capturing Customer Value10 Retaining Customers: Service Quality11 Retaining Customers: CRMPart 4: Administration12 Planning and Control13 Working with SuppliersEpilogue: The Learning OrganizationFor example, Sonya#39;s betamax video-cassette recorder was a technically better VCR than JVCa#39;s VHS recorder a€” but ... good relationship with their customers, but that do not invest enough in the IT and customer database that support the CRManbsp;...

Title:The Art and Science of Marketing
Author: Grahame Robert Dowling
Publisher:Oxford University Press, USA - 2004

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