Marketing: an introduction for Irish students [printed text] /
Donal Rogan . - 3rd. ed. . -
Dublin : Gill & Macmillan, 2007 . - viii, 492p. ; 25cm.
ISBN : 978-0-7171-4201-9
Part 1 Marketing: The Customer and the Business: 1. Putting the Customer at the Centre; 2. Marketing and Enterprise Development Case Study: Nicholas Mosse Pottery.
Part 2 The Market: 3. The Forces in the Irish Marketing Environment; 4. Marketing Research; 5. Market Segmentation, Targeting, and Positioning; 6. Understanding Consumer Behaviour Case Studies: The Irish Chocolate Company, Roma Pasta.
Part 3 The Marketing Mix: 7. The Product; 8. Pricing Decisions; 9. Marketing Communication; 10. Marketing Channels Case Studies: Jacobs Fruitfield, Smithwicks (updated).
Part 4 Marketing Applications: 11. The Marketing of Services; 12. International Marketing; 13. Business-to-Business Marketing; 14. Marketing for Non-Profit Organisations Case Studies: Jameson Irish Whiskey, Kingspan Cheeverstown Industries.
Part 5 Marketing Strategy and Planning: 15. Marketing Strategy and Planning Case Studies: Newbridge Silverware (updated), Glenisk (updated.
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Marketing: an introduction for Irish students
