TY  - BOOK
AU  - Dowling, Grahame R.
TI  - The art and science of marketing: marketing for marketing managers
SN  - 0199269610
U1  - 658.8 
PY  - 2004///
CY  - New York
PB  - Oxford University Press
KW  - Marketing
N1  - 1. The nature of marketing management --
2. The organization --
3. Industry and market analysis --
4. Analysing buyer behaviour --
5. Market opportunities : finding and filling them --
6. Market segmentation and targeting --
7. Positioning and branding --
8. Attaining customers : creating, communicating, and delivering customer value --
9. Capturing customer value : pricing and selling --
10. Retaining customers : customer value, satisfaction, and service quality --
11. Retaining customers : customer relationship management --
12. Planning and control --
13. Working with external service providers
ER  -