Marketing : an introduction for students in Ireland / Donal Rogan.
By: Rogan, Donal [author. ]
.
Material type: 
BookPublisher: 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 | 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 |
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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.