Marketing: an introduction for Irish students/ by Donal Rogan.
Material type: TextPublication details: Dublin: Gill & Macmillan, 2003.Edition: 2nd edDescription: 496p.; ill., 25cmISBN:- 0717134911
- 658.8 ROG
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.