MTU Library Catalogue

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Marketing : an introduction for Irish students / Donal Rogan.

By: Rogan, Donal.
Material type: materialTypeLabelBookPublisher: Dublin : Gill & Macmillan, 2000Description: ix, 469 p. : ill. ; 25 cm. + pbk.Content type: text Media type: unmediated Carrier type: volumeISBN: 0717128318; 9780717128310.Subject(s): Marketing -- Ireland | Marketing -- Ireland | Sales & marketingDDC classification: 658.8 | 658.8 ROG
Contents:
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.
Summary: IN.
Holdings
Item type Current library Call number Copy number Status Barcode
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
General lending MTU Kerry North Campus Library First Floor Main 658.8 ROG (Browse shelf(Opens below)) 1 Available 38888000424253
Total holds: 0

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.

IN.