Marketing in action : learning from a small country / edited by Aiden O'Driscoll.
Material type:
TextSeries: Best of Irish marketing review seriesPublication details: Dublin : Mercury Publication in association with the Marketing Institute, Dublin, c1997.Description: 196 p. : ill.23 cmISBN: - 9780952359722 (cased) :
- 9780952359715 (pbk) :
- 0952359715 (pbk.)
- 658.8 ODR
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 ODR (Browse shelf(Opens below)) | 1 | Available | 00210907 | ||
| Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 ODR (Browse shelf(Opens below)) | 1 | Available | 110599 | ||
| Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 ODR (Browse shelf(Opens below)) | 1 | Available | 110600 | ||
| Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 ODR (Browse shelf(Opens below)) | 1 | Available | 110601 |
Originally published in Irish marketing review.
Includes bibliographical references and index.
Introduction -- Marketing from the periphery. Aidan O'Driscoll -- Part I.Understanding customers. Darach Turley-- 2.Mega and nao relationships in relationship marketing. Evert Gummesson -- 3.Customer care: the neglected domain. David Carson and Audrey Gilmore -- Part II.Understanding competitors. 4.Attacking industry leaders: undermining their virtuous cycles. Brian Leavy -- 5.Branding: regaining the initiative. John Fanning