TY  - BOOK
AU  - Dowling, Grahame R.
TI  - The art  and science of marketing: marketing for marketing managers.
SN  - 0199269610
AV  - HF5415.D747 
PY  - 2004///
CY  - New York
PB  - Oxford University Press
KW  - Marketing
N1  - 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
ER  -