TY  - BOOK
AU  - Rogan,Donal
TI  - Marketing: an introduction for students in Ireland 
SN  - 9780717149810 (pbk.) :
AV  - HF5415.12 
U1  - 658.8 ROG 
PY  - 2011///
CY  - Dublin
PB  - Gill & Macmillan
KW  - Marketing
KW  - Ireland
KW  - Business and Management
KW  - ukslc
KW  - Sales & marketing
KW  - thema
KW  - Higher & further education, tertiary education
N1  - 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
N2  - 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
ER  -