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The Art and Science of Marketing: Marketing for Marketing Managers

Grahame Dowling

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
book
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.001.0001
Subject:
Business and Management, Marketing

If an organization has customers, it needs to understand marketing. To achieve the best results from marketing requires a subtle blend of art and science. It can also benefit from recommendations for ... More


Epilogue

Grahame R. Dowling

in The Art and Science of Marketing: Marketing for Marketing Managers

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.003.0014
Subject:
Business and Management, Marketing

This chapter reflects on the lessons relearned in the process of creating the book. Some of these lessons were: Do not get captured by every marketing fad. Most of them have appeared before using a ... More


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