Cases in marketing management and strategy [printed text] / James J. Ward, Author . - [S.l.] : Marketing Institute, 1998 . - xxii, 275p. : ill. (b & w) ; 24 cm.
ISBN : 978-0-9529076-3-3

Keywords:	KMP:  Sales  &  marketing
Class number:	658.8
Abstract:	These eleven cases as a group provide the material for a course which would be rich with in diversity, covering a number of Irish industries and companies. The book would be most suitable for an advanced undergraduate or graduate marketing Programme.
Contents note:	Plasma Ireland: A High-Tech Irish SME in a Global Market; Cheeverstown Industries Ltd; The Rose of Tralee : "The Greatest Free Show on Earth?"; Tourism Brand Ireland: Positioning a Country; Multi-Level Marketing: A Tourism Case Study in the Voluntary Cultural Sector; City of Derry Airport; Alpha Bank : Student Retail Banking; Foinse - the Challenge of Marketing an Irish Language Newspaper; Euro Coach Builders II; ASPO: A Marketing Plan; Irish Biscuits Ltd.