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The Art and Science of MarketingMarketing for Marketing Managers$
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Grahame Dowling

Print publication date: 2004

Print ISBN-13: 9780199269617

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780199269617.001.0001

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Epilogue

Epilogue

Chapter:
(p.429) Chapter 14 Epilogue
Source:
The Art and Science of Marketing
Author(s):

Grahame R. Dowling

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199269617.003.0014

This chapter reflects on the lessons relearned in the process of creating the book. Some of these lessons were: Do not get captured by every marketing fad. Most of them have appeared before using a different name. Do the planning, simply because its value lies in the discipline of the process. Develop an organizational culture that understands and respects the role of marketing. Create a supportive organizational infrastructure. Strive to quantify the impact of marketing programmes, but be careful how things are measured and how measures can take on a life of their own. Understanding customers is good marketing practice. Tactical segmentation is the key to unlocking this insight.

Keywords:   UK television viewers, Australian television station, marketing practice, marketing manager

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