Marketing : an introduction for Irish students / Donal Rogan.
By: Rogan, Donal
.
Material type: 
BookPublisher: Dublin : Gill & Macmillan, 2003Edition: 2nd ed.Description: ix, 482 p. : ill. ; 25 cm. + pbk.Content type: text Media type: unmediated Carrier type: volumeISBN: 0717134911.Subject(s): Marketing -- IrelandDDC classification: 658.8 | 658.8 ROG | Item type | Current library | Call number | Copy number | Status | Barcode | |
|---|---|---|---|---|---|---|
| General lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00159646 | |
| General lending | MTU Kerry North Campus Library First Floor Main | 658.8 ROG (Browse shelf(Opens below)) | 0 | Available | 38888000882179 | |
| General lending | MTU Kerry North Campus Library First Floor Main | 658.8 ROG (Browse shelf(Opens below)) | 7 | Available | 38888000568760 | |
| General lending | MTU Kerry North Campus Library First Floor Main | 658.8 ROG (Browse shelf(Opens below)) | 2 | Available | 38888000568778 | |
| General lending | MTU Kerry North Campus Library First Floor Main | 658.8 ROG (Browse shelf(Opens below)) | 1 | Available | 38888000435440 | |
| General lending | MTU Kerry North Campus Library First Floor Main | 658.8 ROG (Browse shelf(Opens below)) | 3 | Available | 38888000435465 | |
| General lending | MTU Kerry North Campus Library First Floor Main | 658.8 ROG (Browse shelf(Opens below)) | 4 | Available | 38888000406755 | |
| General lending | MTU Kerry North Campus Library First Floor Main | 658.8 ROG (Browse shelf(Opens below)) | 5 | Available | 38888000406748 | |
| General lending | MTU Kerry North Campus Library First Floor Main | 658.8 ROG (Browse shelf(Opens below)) | 6 | Available | 38888000406730 | |
| General lending | MTU National Maritime College of Ireland Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00115054 |
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Enhanced descriptions from Syndetics:
Suitable for 1st and 2nd year business studies students at third level and for students taking a marketing module as part of any other course. The book is accompanied by a password-protected, lecturers-only website. This edition of this text reflects up-to-date developments in theory in the marketing environment, marketing communications and e-business.
Includes bibliographical references and index.
Part 1: Marketing: The customer and the business -- Putting the customer at the centre -- Marketing and enterprise development -- Case study: Salescoach -- Part 2: The market -- The forces in the Irish marketing environment -- Marketing research -- Market segmentation, targeting and positioning -- Understanding consumer behaviour -- Case studies: The Irish Chocolate Company; the Irish Sun Care Market -- Part 3: The marketing mix -- The product -- Pricing decisions -- Marketing communication -- Marketing channels -- Case studies: Agfa; Oki Ireland; Smithwicks; Old Wine in new bottles? -- Part 4: Marketing applications -- The marketing of services -- International marketing -- Business-to-business marketing -- Marketing for non-profit organisations -- Case studies: Citygold; Kingspan; Cheeverstown Industries -- Part 5: Marketing strategy and planning -- Marketing strategy and planning -- Case studies: Newbridge Silverware; Glenisk.
CIT Module MRKT 6001 - Supplementary reading.
CIT Module MRKT 6002 - Core reading.
CIT Module MRKT 6003 - Core reading.
CIT Module AGRI 6010 - Supplementary reading.
CIT Module MRKT 6005 - Supplementary reading.
CIT Module MRKT 6004 - Supplementary reading.
CIT Module MRKT 6008 - Supplementary reading.