The art and science of marketing : marketing for marketing managers by Dowling, Grahame R. (Grahame Robert) instant download

The art and science of marketing : marketing for marketing managers by Dowling, Grahame R. (Grahame Robert) instant download

xv, 441 pages : 24 cm, Blending art and science, this text provides insight for marketing managers about how to implement marketing more effectively to both create and capture the value of the offers they make to their target customers. In the process it questions the usefulness of some of the more recent marketing fads, Includes bibliographical references and index, 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