Dowling: The Art and Science of Marketing
Скачать книгу (размер 2 360 Kb , формат fb2, страниц 464) Аннотация: - Views marketing as both an art, learnt through practice, and a science, studied through research — Provides an integrated approach to build a marketing plan — Focuses on creating and capturing customer value — Critical review of some of the newer marketing fads — Uses case studies and examples from such firms as Dell and Benetton — Author has extensive experience of MBA and Executive teaching…