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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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(p.27) Part I Foundations

(p.27) Part I Foundations

Source:
The Art and Science of Marketing
Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199269617.011.0001

Keywords:   IBM, Oracle, organization, market opportunities, market analysis, buyer behaviour, strategic intent, competitive advantage, push marketing, pull marketing

Keywords:   SWOT analysis, marketing planning, forecasting, market orientation, product life cycle, industry dynamics, market evolution

Keywords:   consumer behaviour, market information, purchase motives, purchase environment, usage environment, buying group, salience, customer research

Keywords:   market segmentation, market opportunities, brand extension, new product development, market growth, adoption

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