The art and science of marketing: marketing for marketing managers. / Grahame R. Dowling
Material type:
TextPublication details: New York: Oxford University Press, c2004.Description: xv, 441 p.: ill.; 24cmISBN: - 0199269610
- HF5415.D747
| Cover image | Item type | Current library | Home library | Collection | Shelving location | Call number | Materials specified | Vol info | URL | Copy number | Status | Notes | Date due | Barcode | Item holds | Item hold queue priority | Course reserves | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.D747 (Browse shelf(Opens below)) | 1 | Available | 6145/12 | ||||||||||||
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.D7471 (Browse shelf(Opens below)) | 2 | Available | 6146/12 |
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.
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