000			01087nam a22001697a 4500
008			120928t xxu||||| |||| 00| 0 eng d
020			_a0199269610
050			_aHF5415.D747
100			_aDowling, Grahame R.
245			_aThe art and science of marketing: marketing for marketing managers. / _cGrahame R. Dowling
260			_aNew York: _bOxford University Press, _cc2004.
300			_axv, 441 p.: _bill.; _c24cm.
500			_aIncludes index.
505			_aContents: 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.
650			_bMarketing.
942			_2lcc _cBK
999			_c2388 _d9888