The art and science of marketing: marketing for marketing managers. / Grahame R. Dowling
Material type:
TextPublisher: New York: Oxford University Press, c2004Description: xv, 441 p.: ill.; 24cmISBN: 0199269610Subject(s): MarketingLOC classification: HF5415.D747| Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.D747 (Browse shelf) | 1 | Available | 6145/12 | |
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.D7471 (Browse shelf) | 2 | Available | 6146/12 |
Browsing WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY shelves, Shelving location: Reference Close shelf browser
| HF5414.M67 Strategic marketing management: a business process approach. / | HF5415.C11 Basic marketing: principles and practice / | HF5415.D747 The art and science of marketing: marketing for marketing managers. / | HF5415.D7471 The art and science of marketing: marketing for marketing managers. / | HF5415.D753 Marketing management and strategy. / | HF5415.D7531 Marketing management and strategy. / | HF5415.D7532 Marketing management and strategy. / |
Includes index.
Contents: Foundations: The Organization -- Industry and market analysis -- Analysing buyer behaviour -- Market opportunities: finding and filling them -- Strategy: Market segmentation and targeting -- Positioning and branding -- Programmes: Attaining customers: creating, communicating, and delivering customer value -- Capturing customer value: pricing and selling -- Retaining customers: customer value, satisfaction, and service quality -- Retaining customers: customer relationship management -- Administration: Planning and control -- Working with external service providers.
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