Show Summary Details
- Title Pages
- Preface
- List of Exhibits
- List of Figures
- List of Tables
- List of Abbreviations
-
Chapter 1 The Nature of Marketing Management -
Part I Foundations -
Chapter 2 The Organization -
Chapter 3 Industry and Market Analysis -
Chapter 4 Analysing Buyer Behaviour -
Chapter 5 Market Opportunities: Finding and Filling Them -
Part II Strategy -
Chapter 6 Market Segmentation and Targeting -
Chapter 7 Positioning and Branding -
Part III Programmes -
Chapter 8 Attaining Customers: Creating, Communicating, and Delivering Customer Value -
Chapter 9 Capturing Customer Value: Pricing and Selling -
Chapter 10 Retaining Customers: Customer Value, Satisfaction, and Service Quality -
Chapter 11 Retaining Customers: Customer Relationship Management -
Part IV Administration -
Chapter 12 Planning and Control -
Chapter 13 Working with External Service Providers -
Chapter 14 Epilogue - Index
(p.xiv) List of Abbreviations
(p.xiv) List of Abbreviations
- Source:
- The Art and Science of Marketing
- Publisher:
- Oxford University Press
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- Title Pages
- Preface
- List of Exhibits
- List of Figures
- List of Tables
- List of Abbreviations
-
Chapter 1 The Nature of Marketing Management -
Part I Foundations -
Chapter 2 The Organization -
Chapter 3 Industry and Market Analysis -
Chapter 4 Analysing Buyer Behaviour -
Chapter 5 Market Opportunities: Finding and Filling Them -
Part II Strategy -
Chapter 6 Market Segmentation and Targeting -
Chapter 7 Positioning and Branding -
Part III Programmes -
Chapter 8 Attaining Customers: Creating, Communicating, and Delivering Customer Value -
Chapter 9 Capturing Customer Value: Pricing and Selling -
Chapter 10 Retaining Customers: Customer Value, Satisfaction, and Service Quality -
Chapter 11 Retaining Customers: Customer Relationship Management -
Part IV Administration -
Chapter 12 Planning and Control -
Chapter 13 Working with External Service Providers -
Chapter 14 Epilogue - Index
