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Marketing : an introduction for students in Ireland / Donal Rogan.

By: Material type: TextTextPublication details: Dublin : Gill & Macmillan, 2007.Edition: 3rd edDescription: ix, 492 p. : ill. ; 25 cmISBN:
  • 9780717142019:
  • 0717142019
Subject(s): DDC classification:
  • 658.8
Contents:
[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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) Available 84245
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Available 64287
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Available 54132
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 Available 84012
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 Available 77395
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 Available 78246
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 Available 57272
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 Available 54698
General Lending Carlow Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 In transit from Carlow Campus Library to Wexford Campus Library since 12/07/2022 54699
General Lending Wicklow Campus Library Wicklow County Campus Lending 658.8 (Browse shelf(Opens below)) 1 Available 78160
General Lending Wicklow Campus Library Wicklow County Campus Lending 658.8 (Browse shelf(Opens below)) 1 Available 58072

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.

41.28

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