Marketing : an introduction for students in Ireland /
Rogan, Donal.
Marketing : an introduction for students in Ireland / by Donal Rogan. - 4th ed. - Dublin : Gill & Macmillan, 2011. - 1 v.
Includes bibliographical references and index.
Part 1: Marketing: the customer and the business -- 1.Putting the customer at the centre -- 2.Marketing and enterprise development. Case studies: Nicholas Mosse Pottery -- Part 2: The market -- 3.The forces in the Irish marketing environment -- 4.Marketing research -- 5.Marketing segmentation, targeting, and positioning -- 6.Understanding consumer behaviour -- Case studies: Love Irish Food Initiative; Roma Pasta -- Part 3: The marketing mix -- 7.The product -- 8.Pricing -- 9.Marketing communications -- 10.Marketing channels -- Case studies: Jacob Fruitfield; Donegal Catch -- Part 4: Marketing applications -- 11.The marketing of services -- 12.International marketing -- 13.Business-to-business marketing -- 14.Social and not-for-profit marketing -- Case studies: Jameson Irish Whiskey -- Part 5: Marketing strategy and planning -- Case studies: Newbridge Silverware.
This title features completely updated perspectives on marketing theory and practice. Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline.
9780717149810 (pbk.) : £36.99 9780717149810
Marketing--Ireland
Business and Management.
Sales & marketing
Higher & further education, tertiary education
HF5415.12
658.8 ROG
Marketing : an introduction for students in Ireland / by Donal Rogan. - 4th ed. - Dublin : Gill & Macmillan, 2011. - 1 v.
Includes bibliographical references and index.
Part 1: Marketing: the customer and the business -- 1.Putting the customer at the centre -- 2.Marketing and enterprise development. Case studies: Nicholas Mosse Pottery -- Part 2: The market -- 3.The forces in the Irish marketing environment -- 4.Marketing research -- 5.Marketing segmentation, targeting, and positioning -- 6.Understanding consumer behaviour -- Case studies: Love Irish Food Initiative; Roma Pasta -- Part 3: The marketing mix -- 7.The product -- 8.Pricing -- 9.Marketing communications -- 10.Marketing channels -- Case studies: Jacob Fruitfield; Donegal Catch -- Part 4: Marketing applications -- 11.The marketing of services -- 12.International marketing -- 13.Business-to-business marketing -- 14.Social and not-for-profit marketing -- Case studies: Jameson Irish Whiskey -- Part 5: Marketing strategy and planning -- Case studies: Newbridge Silverware.
This title features completely updated perspectives on marketing theory and practice. Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline.
9780717149810 (pbk.) : £36.99 9780717149810
Marketing--Ireland
Business and Management.
Sales & marketing
Higher & further education, tertiary education
HF5415.12
658.8 ROG