Jump to ContentJump to Main Navigation
The Art and Science of MarketingMarketing for Marketing Managers$
Users without a subscription are not able to see the full content.

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

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 26 October 2021

The Organization

The Organization

(p.29) Chapter 2 The Organization
The Art and Science of Marketing

Grahame R. Dowling

Oxford University Press

This chapter explores the business context in which marketing decisions are made. It frames the discussion from a marketing point of view, emphasizing, products and services, customers, innovation, and sources of competitive advantage. Marketing scholars agree that a good business strategy makes marketing much easier and its productivity more achievable. While marketing managers typically have little direct influence over their organization's strategic intent and business model, their actions can affect the efficiency and effectiveness with which it implements strategy. They do this through their understanding of target consumers' buying behaviour and making sure that the voice of the customer is not lost in the process of strategic planning. In this process, they gain more credibility in the organization by linking marketing actions to accounting outcomes.

Keywords:   IBM, Oracle, organization, market opportunities, market analysis, buyer behaviour, strategic intent, competitive advantage, push marketing, pull marketing

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .