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The Art and Science of MarketingMarketing for Marketing Managers$
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Grahame Dowling

Print publication date: 2004

Print ISBN-13: 9780199269617

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780199269617.001.0001

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(p.429) Chapter 14 Epilogue
The Art and Science of Marketing

Grahame R. Dowling

Oxford University Press

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 different name. Do the planning, simply because its value lies in the discipline of the process. Develop an organizational culture that understands and respects the role of marketing. Create a supportive organizational infrastructure. Strive to quantify the impact of marketing programmes, but be careful how things are measured and how measures can take on a life of their own. Understanding customers is good marketing practice. Tactical segmentation is the key to unlocking this insight.

Keywords:   UK television viewers, Australian television station, marketing practice, marketing manager

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