The art and science of marketing: marketing for marketing managers/ Grahame R. Dowling

By: Dowling, Grahame RMaterial type: TextTextPublication details: New York: Oxford University Press, 2004Description: xv, 441 p. : ill. ; 24 cmISBN: 0199269610Subject(s): MarketingDDC classification: 658.8
Contents:
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.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
General Books General Books Central Library, Sikkim University
General Book Section 		658.8 DOW/A (Browse shelf(Opens below)) Available P11950
Total holds: 0

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.

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