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Marketing: an introduction for Irish students/ by Donal Rogan.

By: Material type: TextTextPublication details: Dublin: Gill & Macmillan, 2003.Edition: 2nd edDescription: 496p.; ill., 25cmISBN:
  • 0717134911
Subject(s): DDC classification:
  • 658.8 ROG
Contents:
Part 1:Marketing: the customer and the business -- 1.Putting the customer at the centre -- 2.Marketing and enterprise development -- Part 2:The market -- 3.The forces in the Irish marketing environment -- 4.Marketing research -- 5.Market segmentation, targeting, and positioning -- 6.Understanding consumer behaviour -- Part 3.The marketing mix -- 7.Product -- 8.Pricing decisions -- 9.Marketing communication -- 10.Marketing channels -- 11.Part 4.Marketing applications -- 11.The marketing of services -- 12.International marketing -- 13.Business-to-business marketing -- 14.Marketing for non-profit organisations -- Part 5: Marketing strategy and planning -- 15.Marketing strategy and planning.
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 204107

Includes index.

Part 1:Marketing: the customer and the business -- 1.Putting the customer at the centre -- 2.Marketing and enterprise development -- Part 2:The market -- 3.The forces in the Irish marketing environment -- 4.Marketing research -- 5.Market segmentation, targeting, and positioning -- 6.Understanding consumer behaviour -- Part 3.The marketing mix -- 7.Product -- 8.Pricing decisions -- 9.Marketing communication -- 10.Marketing channels -- 11.Part 4.Marketing applications -- 11.The marketing of services -- 12.International marketing -- 13.Business-to-business marketing -- 14.Marketing for non-profit organisations -- Part 5: Marketing strategy and planning -- 15.Marketing strategy and planning.

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