Managing marketing : concepts and irish cases /
John A. Murray and Aidan O'Driscoll.
- Dublin : Gill & MacMillan, c1993.
- xi, 496 p. : 24 cm. + pbk.
Includes bibliographical references and index.
Part I: The role of marketing -- Part II: Analysis for marketing decisions -- Part III: Making marketing decisions -- Part IV: Implementing marketing decisions -- Part V: Sustaining market focus.