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Books > Business & Economics > Business & management > Business strategy
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The Art and Science of Marketing - Marketing for Marketing Managers (Paperback, New ed)
Loot Price: R1,336
Discovery Miles 13 360
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The Art and Science of Marketing - Marketing for Marketing Managers (Paperback, New ed)
Expected to ship within 12 - 19 working days
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If your organization has customers, you need to understand
marketing. And to achieve the best results from your marketing
requires a subtle blend of art and science. It can also benefit
from recommendations for practice rather than lists of options from
which to choose. 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. This book blends art and science to provide
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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