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The Art and Science of Marketing
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The Art and Science of Marketing: Marketing for Marketing Managers

Grahame Dowling

Abstract

If an organization has customers, it needs to understand marketing. To achieve the best results from 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 ... More

Keywords: customers, marketing, art and science, marketing managers, advertisers, consultants, competititors, Internet, dot.com

Bibliographic Information

Print publication date: 2004 Print ISBN-13: 9780199269617
Published to Oxford Scholarship Online: October 2011 DOI:10.1093/acprof:oso/9780199269617.001.0001

Authors

Affiliations are at time of print publication.

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

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