Marketing : an introduction for students in Ireland /
Rogan, Donal.
Marketing : an introduction for students in Ireland / Donal Rogan. - 3rd ed. - Dublin : Gill & Macmillan, 2007. - ix, 492 p. : ill. ; 25 cm.
CW018 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 ChannelsCase 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 (update.
9780717142019: No price 0717142019
Marketing--Ireland
Marketing.
658.8
Marketing : an introduction for students in Ireland / Donal Rogan. - 3rd ed. - Dublin : Gill & Macmillan, 2007. - ix, 492 p. : ill. ; 25 cm.
CW018 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 ChannelsCase 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 (update.
9780717142019: No price 0717142019
Marketing--Ireland
Marketing.
658.8