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.
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| Format: | eBook |
| Language: | English |
| Language Notes: | English. |
| Published: |
Oxford :
Oxford University Press,
2004.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | 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. |
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| Physical Description: | 1 online resource (xv, 441 pages) : illustrations |
| Format: | Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9780199269617 0199269610 019169942X 9780191699429 1280905557 9781280905551 9786610905553 661090555X |