TY  - BOOK
AU  - Rogan,Donal
TI  - Marketing: an introduction for students in Ireland 
SN  - 9780717142019 (pbk.) :
U1  - 658.8 ROG 
PY  - 2007///
CY  - Dublin
PB  - Gill & Macmillan
KW  - Marketing
KW  - Ireland
KW  - Sales & marketing
KW  - thema
N1  - Previous ed.: 2003; Includes bibliographical references and index; Part 1: Marketing: The Customer and the Business Chapter 1: Putting the Customer at the Centre Chapter 2: Marketing and Enterprise Development Case Study: Nicholas Mosse Pottery Part 2: The Market Chapter 3: The Forces in the Irish Marketing Environment Chapter 4: Marketing Research Chapter 5: Market Segmentation, Targeting, and Positioning Chapter 6: Understanding Consumer Behaviour Case Studies: The Irish Chocolate Company, Roma Pasta Part 3: The Marketing Mix Chapter 7: The Product Chapter 8: Pricing Decisions Chapter 9: Marketing Communication Chapter 10: Marketing Channels Case Studies: Jacobs Fruitfield, Smithwicks (updated) Part 4: Marketing Applications Chapter 11: The Marketing of Services Chapter 12: International Marketing Chapter 13: Business-to-Business Marketing Chapter 14: Marketing for Non-Profit Organisations Case Studies: Jameson Irish Whiskey, Kingspan Cheeverstown Industries Part 5: Marketing Strategy and Planning Chapter 15: Marketing Strategy and Planning Case Studies: Newbridge Silverware (updated), Glenisk
ER  -