Marketing. an introduction for students in Ireland [printed text] / Donal Rogan, Author  . -  4th Edition . - Dublin : Gill & Macmillan, 2011 . - ix, 445 p.
ISBN : 978-0-7171-4981-0
The Third Edition of this well-established, successful textbook provides an introduction to marketing theory, supported by examples of Irish and international marketing practice. Suitable for first and second year business students at third level and for students taking a marketing module as part of any other course.

Keywords:	Marketing
Class number:	658.8009415
Contents note:	Part 1: Marketing: The Cusomer and the Business Chapter 1: Putting the customer at the center; Chapter 2: Marketing and Enterprise Devleopment 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; Chaper 8: Pricing ; Chapter 9: Marketing Communicatons; Chapter 10: Marketing Channels Case Studies : Jacob Fruitfield; Smithwick's ; Part 4: Marketing Applications Chapter 11: The Marketing of Services ; Chapter 12: International Marketing; Chapter 13 Business-to-Business Marketing ; Chapter 14 Not-for-Profit Marketing Case Studies: Jameson Irish Whiskey; Kingspan; Cheeverstown Industries ; Part 5 : Marketing Strategies and Planning Chapter 15: Markting Strategy and Planning Case Studies: Newbridge Silverware, Glenisk; Index