TY - BOOK ID - 145180123 TI - The art and science of marketing : marketing for marketing managers PY - 2004 SN - 9786610905553 1280905557 PB - Oxford : Oxford University Press, DB - UniCat KW - Marketing. UR - https://www.unicat.be/uniCat?func=search&query=sysid:145180123 AB - Blending art and science, this text provides 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. ER -