Dowling, Grahame R. <br/><br/>
The art and science of marketing: marketing for marketing managers/ 
Grahame R. Dowling 
 - New York:  Oxford University Press,  2004. 
 - xv, 441 p. :  ill. ;  24 cm. 
<br/><br/>1. The nature of marketing management --<br/>2. The organization --<br/>3. Industry and market analysis --<br/>4. Analysing buyer behaviour --<br/>5. Market opportunities : finding and filling them --<br/>6. Market segmentation and targeting --<br/>7. Positioning and branding --<br/>8. Attaining customers : creating, communicating, and delivering customer value --<br/>9. Capturing customer value : pricing and selling --<br/>10. Retaining customers : customer value, satisfaction, and service quality --<br/>11. Retaining customers : customer relationship management --<br/>12. Planning and control --<br/>13. Working with external service providers. 
<br/><br/><label>ISBN: </label>0199269610 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>Dewey Class. No.: </label>658.8  / DOW/A