Dowling, Grahame R. creator text xxu New York Oxford University Press c2004 monographic eng

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xv, 441 p.: ill.; 24cm. 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. Grahame R. Dowling Includes index. Marketing HF5415.D747 0199269610 120928