Marketing communications in Ireland / edited by Tony Meenaghan and Paul O'Sullivan.
Material type: TextSeries: Irish studies in managementPublication details: Dublin : Oak Tree Press in association with Graduate School of Business, University College Dublin, 1995.Description: xxxvi, 631 p. : ill. ; 24 cmISBN:- 1860760066
- 9781860760068:
- 658.8009415
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General Lending | Carlow Campus Library General Lending | 658.8009415 (Browse shelf(Opens below)) | 1 | Available | 25806 | |
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CW037
CW838
Includes bibliographical references.
Marketing communications in transition / Tony Meenaghan -- Advertising as communication / Katriona Lawlor -- Managing marketing communication - the client perspective / Michael Carey -- Communications in a business-to-business framework / Sean de Búrca -- The advertising agency - function and direction / Ian Fox and Iskandar Abdullah -- Media strategy - selecting and scheduling media in Ireland / Peter McPartlin -- Creative strategy in advertising / Iskandar Abdullah and J. P. Donnelly -- Examining client/agency relationships in an Irish context / Tony Meenaghan and Barbara Patton -- Media research in Ireland / Áine O'Donoghue and Tom Harper -- The role of marketing research in advertising / Phelim O'Leary and Des Byrne -- Co-operative advertising - client, channel and agency / Paul O'Sullivan and Peter Doran -- The regulatory environment for advertising in Ireland / Duncan Grehan -- Issues facing advertisers in Ireland / Elizabeth Reynolds and Fred Hayden -- From exporting to globalisation - issues in international communications / Frank Bradley, Eamonn Clarkin and Dympna M. Hughes -- Branding: regaining the initiative / John Fanning -- Advertising and the development of marketing imagery / Tony Meenaghan -- Strategic corporate identity and corporate-image research in Ireland / John D. Byrne -- Corporate change: the convergence of internal and external communications strategies / Kevin Bourke -- Fear appeals: segmentation is the way to go / Valerie Quinn,Tony Meenaghan and Teresa Brannick -- Advertising and the senior market / Darach Turley -- Disturbing the stability of purchasing patterns: the key to successful launching of FMCG brands / Cathal Brugha and Kevin Donnelly -- Sales promotion - an Irish perspective / Laura Cuddihy, Kate Uí Ghallachóir and Fred Hayden -- Couponing and coupon redemption: problems and perspectives / Marie Louise O'Dwyer and Mary Lambkin -- Public relations and publicity / Francis X. Carty -- Managing sponsorship effectively / Tony Meenaghan -- Exhibiting planning and practice / David Shipley -- Direct marketing - Irish perspectives / Michael McGowan -- Store atmospherics and the rituals of consumption / Paul O'Sullivan and Donald C. McFetridge -- Advertising effectiveness - the Holy Grail? / Peter Nash -- Playtime TV: advertising-literate audiences and the commercial game / Stephanie O'Donohoe -- The social and economic effects of advertising in Ireland / Caolan Mannion and Damien McLoughlin.
24.95