Perspectives on marketing management in Ireland [printed text] / Mary Lambkin, Editor ; John A. Meenaghan, Editor ; University College, Associated Name . - Dublin : Oak Tree Press in association with Graduate School of Business, University College Dublin : Dublin : Graduate School of Business University College Dublin, 1994 . - xvii, 476p ; 24 cm.
ISBN : 978-1-872853-58-1

Class number:	658.8009415
Abstract:	This volume presents readings on marketing management topics of contemporary interest, with a special focus on Ireland. The subjects covered range from strategic to operational with an emphasis on the identification of critical issues for competing successfully in international markets. The book will be an excellent reference for all marketing practitioners, and will be invaluable for marketing students interested in exploring the application of standard marketing concepts in their home market.
Contents note:	List of Contributors; Acknowledgements; Introduction; Part 1 The Irish Marketing Environment ; Chapter 1 : The Long-term trends in the Irish Economy; Chapter 2 : Developments in Irish Trade during the 1980's ; Part II The Irish Consumer Market ; Chapter 3: Irish Market Demographics; Chapter 4: Consumer spending ; Part III Customer Focus : Chapetr 5: Fundamentals of Good Marketing Practice; Chapter 6 : Attitude Cycles in Customer Orientation; Chapter 7: Quality Improvements in a Services Marketing Context ; Chapter 8: Customer Service and Information Technology ; Part IV Strategic Marketing in Irish Companies : Chapter 9: Competitive Advantage : The Vital Edge ; Chapter 10 Going for growth : strategies for high growth small businesses ; Chapter 11 Marketing planning in small enterprises ; Part V: Product and Brand Management Chapter 12: International Brand Strategy; Chapter 13: Quality Standards and ISO 900O ; Chapter 14 Timing Market Entry ; Part VI Marketing Communications Chapter 15: The changing face of marketing communications ; Chapter 16 : Corporate Identity : A Strategic Marketing Issue ; Chapter 17 : The role of sponsorship in the marketing communications mix ; Part VII Pricing and Selling Chapter 18 : Pricing practices in Irish Companies ;