Marketing : an introduction for Irish students / Donal Rogan.
By: Rogan, Donal
.
Material type: ![materialTypeLabel](/opac-tmpl/lib/famfamfam/BK.png)
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
General Lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00075309 | ||
General Lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00075310 |
Includes bibliographical references and index.
Part 1: Marketing: The customer and the business -- Putting the customer at the centre -- Marketing and enterprise development -- Part 2: The market -- The forces in the Irish marketing environment -- Marketing research -- Market segmentation, targeting and positioning -- Understanding buyer behaviour -- Case studies: Tesco Ireland; the Irish sun care market -- Part 3: The marketing mix -- The product -- Pricing decisions -- Marketing communication -- Marketing channels -- Case studies: Agfa; Keelings; Oki Ireland; Smithwicks -- Part 4: Marketing applications -- The marketing of services -- International marketing -- Business-to-business marketing -- Marketing for non-profit organisations -- Case study: Iarnrod Eireann -- Part 5: Marketing strategy and planning -- Marketing strategy and planning -- Case study: Cheeverstown industries.