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Marketing : an introduction for students in Ireland / by Donal Rogan.

By: Material type: TextTextPublication details: Dublin : Gill & Macmillan, 2011.Edition: 4th edDescription: 1 vISBN:
  • 9780717149810 (pbk.) :
  • 9780717149810
Subject(s): DDC classification:
  • 658.8 ROG
LOC classification:
  • HF5415.12
Partial contents:
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.
Summary: 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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 ROG (Browse shelf(Opens below)) 1 Available 00213945
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 ROG (Browse shelf(Opens below)) 1 Available 00213947
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 ROG (Browse shelf(Opens below)) 1 Available 00213946
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 ROG (Browse shelf(Opens below)) 1 Checked out 13/11/2018 00214442

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.

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