Dowling, Grahame R. <br/><br/>
The art  and science of marketing: marketing for marketing managers. / 
Grahame R. Dowling 
 - New York:  Oxford University Press,  c2004. 
 - xv, 441 p.:  ill.;  24cm. 
<br/><br/> Includes index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0199269610 
<br/><br/><label>Subjects--Topical Terms: </label> Marketing. 
<br/><br/><label>LC Class. No.: </label>HF5415.D747