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Irish marketing review 1995 : issues, developments, research & practice in marketing / editor Aiden O'Driscoll.

By: Contributor(s): Material type: TextTextSeries: ARROW@DITPublication details: Dublin : Mercury Publications, 1995.Description: 160p. : ill., 30cm ; pbkISSN:
  • 07097362
Subject(s): DDC classification:
  • 658.809417
Online resources:
Contents:
Brands and competitive strategy / Anthony A. Romeo -- Managing marketing's DNA: the role of branding / Chris Macrae et al. -- Branding: regaining the initiative / John Fanning -- Nietzsch marketing / Stephen Brown -- Prospects for the future of retail banking / John M. Gwin -- Managing expectations in the small business-bank relationship / Patrick Butler & Mark Durcan -- Top managers' views on corporate ethics / Patrick E. Murphy -- From myopia to market dominance: charting the progress of Irish marketing / James J. Ward & Christine Domegan -- Changing perspectives on research methodology in marketing / Emma Donnellan -- The Irish consumer through Irish eyes: European values survey 1990 / Darach Turley -- The influence of marital roles in consumer decision making / Mark Mohan -- Establishing relationships - getting closer to the customer may be more difficult than you think / James G. Barnes -- A network approach to business to business exchange relationships: key meta-theoretical assumptions / Séan de Búrca.

Brands and competitive strategy / Anthony A. Romeo -- Managing marketing's DNA: the role of branding / Chris Macrae et al. -- Branding: regaining the initiative / John Fanning -- Nietzsch marketing / Stephen Brown -- Prospects for the future of retail banking / John M. Gwin -- Managing expectations in the small business-bank relationship / Patrick Butler & Mark Durcan -- Top managers' views on corporate ethics / Patrick E. Murphy -- From myopia to market dominance: charting the progress of Irish marketing / James J. Ward & Christine Domegan -- Changing perspectives on research methodology in marketing / Emma Donnellan -- The Irish consumer through Irish eyes: European values survey 1990 / Darach Turley -- The influence of marital roles in consumer decision making / Mark Mohan -- Establishing relationships - getting closer to the customer may be more difficult than you think / James G. Barnes -- A network approach to business to business exchange relationships: key meta-theoretical assumptions / Séan de Búrca.

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