The art and science of marketing
marketing for marketing managers
- ISBN: 9780199285563
- Editorial: Oxford University Press
- Fecha de la edición: 2005
- Lugar de la edición: Oxford. Reino Unido
- Encuadernación: Rústica
- Medidas: 24 cm
- Nº Pág.: 441
- Idiomas: Inglés
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 marketing comes from research - about markets, customers, competitors, and how effectively various types of marketing programs work. This is the province of academics and market researchers. The science of marketing provides the foundations for good marketing practice. Sometimes this science is ignored in the rush to embrace new ideas and technologies. For example, the long scientific history of the adoption and diffusion of innovations says that the Internet will take a long time to fundamentally change the way large numbers of customers buy their products and services. If more managers and investors had understood this, then many dot.coms would not have become dot.bombs.
Ed. Grahame Dowling