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