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Attaining Customers: Creating, Communicating, and Delivering Customer Value

Grahame R. Dowling

in The Art and Science of Marketing: Marketing for Marketing Managers

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.003.0008
Subject:
Business and Management, Marketing

This chapter examines the issue of customer acquisition. It explores how an organization makes an offer to its target consumers that will entice them to buy and keep buying. Part A of this chapter ... More


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