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Marketing : an introduction for students in Ireland / Donal Rogan.

By: Rogan, Donal [author. ].
Material type: materialTypeLabelBookPublisher: Dublin : Gill & Macmillan, [2011]Copyright date: ©2011Edition: Fourth edition.Description: ix, 445 pages ; illustrations : 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0717149811 (paperback); 9780717149810 (paperback).Other title: Marketing: an introduction for Irish students.Subject(s): Marketing | Marketing -- Ireland | Sales & marketing | Higher & further education, tertiary education | Business and ManagementDDC classification: 658.8 ROG | 658.8
Contents:
Marketing: the customer and the business -- Putting the customer at the centre -- Marketing and enterprise development. Case studies: Nicholas Mosse Pottery -- The market -- The forces in the Irish marketing environment -- Marketing research -- Marketing segmentation, targeting, and positioning -- Understanding consumer behavior -- Case studies: Love Irish Food Initiative; Roma Pasta -- The marketing mix -- The product -- Pricing -- Marketing communications -- Marketing channels -- Case studies: Jacob Fruitfield; Donegal Catch -- Marketing applications -- The marketing of services -- International marketing -- Business-to-business marketing -- Social and not-for-profit marketing -- Case studies: Jameson Irish Whiskey -- Marketing strategy and planning -- Case studies: Newbridge Silverware.
Summary: This title features completely updated perspectives on marketing theory and practice. Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline.
Holdings
Item type Current library Call number Status Notes Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) Available MTU Cork Module AGRI6010 - Supplementary reading. MTU Cork Module MRKT6001 - Supplementary reading. MTU Cork Module MRKT6009 - Supplementary reading.
2 hour loan MTU Kerry North Campus Library Desk Loan 658.8 ROG (Browse shelf(Opens below)) Available 38888000790430
General lending MTU Kerry North Campus Library First Floor Main 658.8 ROG (Browse shelf(Opens below)) Available 38888000790448
General lending MTU Kerry North Campus Library First Floor Main 658.8 ROG (Browse shelf(Opens below)) Available 38888000790455
General lending MTU Kerry North Campus Library First Floor Main 658.8 ROG (Browse shelf(Opens below)) Available 38888000790463
General lending MTU Kerry North Campus Library First Floor Main 658.8 ROG (Browse shelf(Opens below)) Available 38888000790471
General lending MTU Kerry North Campus Library First Floor Main 658.8 ROG (Browse shelf(Opens below)) Available 38888000611230
General lending MTU Kerry North Campus Library First Floor Main 658.8 ROG (Browse shelf(Opens below)) Available 38888000611222
General lending MTU Kerry North Campus Library First Floor Main 658.8 ROG (Browse shelf(Opens below)) Available 38888000611214
General lending MTU Kerry North Campus Library First Floor Main 658.8 ROG (Browse shelf(Opens below)) Available 38888000611206
General lending MTU Kerry North Campus Library First Floor Main 658.8 ROG (Browse shelf(Opens below)) Available 38888000611198
Total holds: 0

Enhanced descriptions from Syndetics:

The fourth edition of this successful and well-established textbook provides an introduction to marketing theory, supported by examples of Irish and international marketing best practice.

New to this edition:

Completely updated perspectives on marketing theory and practice

Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline

New and updated case studies including the Love Irish Food Initiative, the Community Games Movement, Tayto, Flahavan's Porridge and Dubarry Footwear

Analysis of the changes that have taken place in the Irish marketing environment

Emphasis on the challenges that will face Irish marketers in coming years

A customer-centric approach to marketing is presented as the basis for making key decisions


Additional resources for lecturers include:

PowerPoint slides

Multiple choice questions with answers

Short questions with answers

Case study teaching notes

A 'Design a Questionnaire' exercise with answer

Advertisement images and statistics tables from the text

SUITABLE FOR

- First and Second year business students at third level

- Students taking a marketing module as part of any other course

Previous edition 2007 entitled Marketing: an introduction for Irish students.

Includes bibliographical references and index.

Marketing: the customer and the business -- Putting the customer at the centre -- Marketing and enterprise development. Case studies: Nicholas Mosse Pottery -- The market -- The forces in the Irish marketing environment -- Marketing research -- Marketing segmentation, targeting, and positioning -- Understanding consumer behavior -- Case studies: Love Irish Food Initiative; Roma Pasta -- The marketing mix -- The product -- Pricing -- Marketing communications -- Marketing channels -- Case studies: Jacob Fruitfield; Donegal Catch -- Marketing applications -- The marketing of services -- International marketing -- Business-to-business marketing -- Social and not-for-profit marketing -- Case studies: Jameson Irish Whiskey -- Marketing strategy and planning -- Case studies: Newbridge Silverware.

This title features completely updated perspectives on marketing theory and practice. Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline.

MTU Cork Module AGRI6010 - Supplementary reading.

MTU Cork Module MRKT6001 - Supplementary reading.

MTU Cork Module MRKT6009 - Supplementary reading.

Author notes provided by Syndetics

Donal Rogan BComm, HDMP, MBS is a Senior Lecturer in Marketing at the Institute of Technology Tallaght, Dublin.