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

Blending art and science, this text provides 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.

Bibliographic Details

Main Author:	Dowling, Grahame R. (Grahame Robert)
Format:	eBook
Language:	English
Language Notes:	English.
Published:	Oxford : Oxford University Press, 2004.
Subjects:	Marketing. Marketing marketing. Electronic books.
Online Access:	Connect to the full text of this electronic book